Entry #9, Got Wood?

 

Last year, a friend of mine shared this video with me over  text, in hopes of getting a reciprocal laugh. To be honest, at first I found it amusing. It's easy to laugh at the vegan, and over the years, I've gotten pretty good at laughing along with the joke. One of the worst things I could have done in that situation would have been to send my friend a rant about how the  dairy industry is desperately trying to market themselves in a positive light, using relevant celebrities to distract us from the dark and corrupt practices going on behind closed factory doors. So I didn't. I don't recall exactly what my response was, but it was probably along the lines of, "Lol thats pretty funny."

Now, I'm not going to get into the dark and disturbing nature of the dairy industry, especially since nobody asked. But I would like to share some interesting facts about the way the major players in the milk game have managed to stay at the top for so long.

The reality is this new "Got Wood?" campaign is only the most recent tactic that comes from a long tradition of the dairy industry's attempt to turn the narrative, and most have been incredibly successful. Many years ago, before pasteurization or microbiology were discovered, factory farming was beginning to explode and infant mortality rates were sky high. This was due to unsanitary conditions for dairy cows, poor handling of the milk, and dangerous additives mixed in by ignorant farmers. The quality of milk was so bad, that it became a national health crisis, and milk sales absolutely plummeted.

Image Source: JoJoSpades

After the discovery of pasteurization and the formation of the USDA, the milk farmers were desperate to get back on their feet.  It was around that time that the dairy industry starting to develop their strategies for milk advertisement, assuring consumers that pasteurization and clean farms were common practice. They began funding print and television advertisements and sponsored popular family sitcoms, claiming that Americans should drink a glass of milk with every meal. Some ads went so far as to claim that milk could help you lose weight. Eventually, most people had completely forgotten about the "swill milk" epidemic, and were convinced that milk was actually healthy, built strong bones, and made you skinny.

After decades of successfully convincing consumers that milk is a miraculous liquid, the general population curiously began to lose their interests in buying it. Between 1980 and 1990, the California Milk Processing Board conducted research on the effectiveness of dairy marketing. They found that nearly 94% of Americans were aware that milk is nutritious, but simply didn't care. This meant that persuading people to consume milk for its health benefits wasn't enough to drive sales. This led to the new approach of reaching customers-- celebrity endorsement.

Got Milk?

Image Source: Pop Sugar

Without a doubt one of the greatest marketing campaigns of all time, the Got Milk? slogan went from a simple TV commercial to a global phenomenon. In the late 90s, you couldn't read a magazine, watch a show, or even walk down the street without seeing one of your favorite celebrities sporting a milk mustache. The constant and persistent marketing done by the dairy industry over the years succeeded in convincing every American that milk was an essential part of the daily diet. I remember learning about the food pyramid as a kid, getting a carton of milk everyday at lunch, and seeing my idols on billboards with milk mustaches. Milk was such a normal part of my life, I never stopped to think about where it comes from, or why I am even drinking a cow's milk at all.... Then came the age of information.

After the internet exploded, research articles and documentaries went viral, and people began to learn more about the harsh truths that the meat and dairy industries have been hiding from the general public. Many people began to change their diets, refusing to consume animal products, and shared disturbing videos with their friends. Milk sales progressively began to struggle and plant-based alternatives saw a rise in popularity. The Got Milk? campaign was left as a successful memory, rather than a lasting impression.

So began the fight between dairy and plant-based milk. The intense competition for shelf space in the milk aisle led to a rise in misinformation and slander. New milk advertisements claimed that milk-alternatives such as soy, almond, and oat milk are highly processed, artificial imitations, and that the only real milk is milk from a cow. I find this incredibly ironic considering the amount of hormones, antibiotics, and chemical manipulation that is necessary to make milk safe to drink in the first place. All the while, the dairy industry was fighting for the FDA to restrict plant-based alternatives from being able to use the word "milk" in their labels. 

By its very definition, milk is only meant for the baby who's mother produced it.

"I totally support that definition. Which is why when cows are left to produce milk for the nourishment of their young, well then I'll start calling soy milk soy juice." - Ed Winter

Personally, I don't understand why people are still drinking milk. The dairy industry is one of the biggest contributors to climate change, their mistreatment of cows is so inhumane its almost unthinkable, and there are so many better alternatives to choose from now. Plant-based milk alternatives are affordable and delicious; They are more sustainable for the environment and better for our health. We are living in an age where it is easier to educate yourself about the health and safety of food, and the dairy industry is struggling as a consequence. It's clear from the "Got Wood?" video that the dairy industry is getting desperate to remain relevant, and that the only people they have left to market toward are the one's who make jokes about "stupid vegans." I'm actually excited to see what the milk marketing geniuses come up with next. Maybe they'll drag another celebrity's name through the dirt.

Citations:

Currier, Russel W., and John A. Wildness. "A Brief History of Milk Hygiene and
     Its Impact on Infant Mortality from 1875 to 1925 and Implications for
     Today." Science Direct, 20 Sept. 2018.

Holt, Douglas B. “Got Milk?” ANA Educational Foundation, 12 Feb. 2019.

Torrella, Kenny. “The Aubrey Plaza Ad for Big Dairy That May Have Violated Federal Law, Explained.” Vox, 5 May 2023.

Williams, Marlena. “A Brief History of Milk Ads Reveals Big Dairy Has Always Struggled.” Sentient, 24 May 2023.