The Evolution of Advertising: Soap and Milk as Marketing Tools

Advertising in the 90s was characterized by brand and image marketing, aiming to capture mind share over wallet share. One iconic campaign was the "Got Milk?" ads, which aimed to make people feel something about a previously dull product. While the ads didn't significantly increase milk consumption, they successfully defended market share. The 90s also saw the rise of performance marketing, targeting specific niche markets rather than appealing to the masses. This shift was driven by changes in technology and media consumption habits, making it harder for brands to achieve widespread awareness.