我好奇故我在

我是因為看不懂這廣告，所以去找了資料，才了悟。
(source: got milk? case histories)

WOW，"got milk?"這個campaign從1993年至今，都是同一家Agency Goodby, Silverstein and Partners (GS&P)作的。廣告主加州乳品加工協會(California Milk Processor Board)。在當時大家都知道牛奶很營養，可是對牛奶的認知就是平淡無聊的飲料，所以銷售量下滑。

One rule of thumb in fast-moving packaged goods is that it's easier to get current customers to consume more than it is to convert new users. Based on this logic, Manning and Goodby quickly agreed that their best hope of reviving sales was to prod this 70% to increase their consumption.
對於變化快速的飲料市場，與其開拓新客源，不如鼓勵既有的消費者增加消費量。當時，有70%的人宣稱自己有喝牛奶，因此TA決定對這群人說話。

Goodby's team fielded qualitative research and learned that many consumers indeed linked milk with sweet, sticky snacks. Pushing further, the researchers flipped around the question: how do people feel when they're eating something that demanded milk to wash it down, but don't have milk in the house? Focus group respondents placed in this situation were upset, they felt deprived. They were able to convey viscerally the feeling of having a brownie or cookie remnants stuck in their throat, calling out for a gulp of milk to cleanse the palette.
根據當時Goodby的質化市調，很多的消費者都會將牛奶跟甜食、或黏的點心一起使用。最後，研究員反問一個問題：當人們吃東西需要牛奶沖下去肚裡時，但是家裡沒有牛奶的時候，人們會覺得怎樣？FGD訪談的消費者回答他們會感到很沮喪。他們可以十分傳神的描述當食物卡在喉嚨裡的感覺，需要喝牛奶來清理味蕾。

Manning 's research showed that 88% of milk was consumed in the home. He and Goodby agreed that their milk deprivation ads would incorporate this reality.
另外，根據調查有88%是在家裡喝牛奶的。

Goodby and his team used this consumer insight as the spark for what came to be called the deprivation strategy: rather than selling milk as a complement to certain foods, instead the strategy became to remind milk drinkers of the anxiety and disappointment that came when milk wasn't available at crucial moments. Working to distill this milk-deprived emotional state into a phrase that everyone might instantly understand, Goodby coined the campaign's well-known grammatically-challenged tagline, "got milk?"
因此，策略走向為：提醒消費者沒有牛奶時，會產生的焦慮跟失望。

The first, Aaron Burr, became one of the most popular ads of the early Nineties. Burr featured an odd and seemingly irrelevant situation for milk deprivation: an iconoclastic history nut who fails to win a prize on a call-in radio show on history trivia because his mouth is glued shut with a peanut butter sandwich.
第一支在1993年很受歡迎的廣告Aaron Burr。一位歷史學家在一個看似不相關的情況下，接到廣播call-in有獎徵答電話，但是他的嘴因為充滿花生三明治，所以他沒有辦法回答清楚。利用這樣情景呈現缺乏牛奶的困境。
PS：這一支背景是講美國歷史上，兩位有名政治人物Alexander Hamilton和Aaron Burr 的死亡決鬥，最後前者槍亡。