Milk Project-Kazmyn Perry

My pitch for the Moo-Moo Milk Makers new adult beverage will take into account the intelligence and vitality of adults over 45 years of age. I want to use a bottle with an area for the hand to grip in order to make the bottle more accessible and less prone to falling. The grips could also be beneficial in the occasion that the drinker is on-the-go and has a lot of things to carry. The top on the bottle will be red in order to distinguish it from other brands. I feel that the red top could be used in a slogan somehow because it’s eye-catching. It seems that most of the time milk containers have the colors red, black, and white in them. The package should be white and covered with a material made from recycled materials. The new brand name should be “Vaca o No Vaca?” That’s Spanish for cow or no cow. The spin I put on the brand name is to show that your thirst can be quenched by milk, better than any other beverage. It’s full of calcium, vitamin D, and zinc.

            I don’t think there’s a need for an extensive slogan because we’re targeting trendy adults who already care about their health. These adults work out and when they finish their workout, they need something to replenish them. Vaca o No Vaca brand milk will be what replenishes them. The logo should include question marks in a diamond form with the brand name in the middle. Overall I think this new brand will attract those adults that care most about health and are willing to spend a little more to be healthy. I think a 20oz. bottle should be about $3.22. Because its organic and a little higher price will make the product seem like its worth more.

Milk Project - William Lamar

The name of my milk product is "Pure & Simple". The target market of people aged 45+ would associate with the simple bottle design and simple labeling. Milk is a simple product, it only has one ingredient, but the health benefits are enormous.

On the main side of the product, there are USDA organic logos and a logo from the newly adopted food pyramid. Older people can associate with organic products because those are typically associated with healthy products. There is a food pyramid to show how milk products can fit into a well-balanced diet. The next side shows the RDA allowances for the milk product and the ingredients. This side is very simple, as it shows only what is necessary without excess information. The next side shows a recyclable logo, to represent that the product container can be recycled. This associates with older people because they are concerned about the environment and being green. The final side shows exactly what the vitamins and minerals will do for your body. People may know what calcium or Vitamin D is, but they may not know how it is beneficial for your body. This side shows exactly what is in milk, and how your body uses these vitamins and minerals for your body.

"Pure & Simple" is based upon the fact that people in this age group want a healthy product, without excess additives. The target market is very conscious about their daily calorie intake, so the fact that the product is only 100 calories is proudly displayed on the front panel. Overall, the entire product is visually appeasing because it is so simple, but there is a lot of information displayed about the health benefits of the product.

Milk Project- Kathryn Graham

Upon being presented with a Request for Proposal to develop a brand name and packing for a new milk line from Melvin Meyers at Moo-Moo Milk Makers, I was shocked and horrified. I was unsure where to start, considering I HATE milk! Putting my feelings aside I jumped right in with researching the target market and found that the target market we are trying to reach are men and women over the age of forty-five. This target market tends to be conscious of their health when it comes to purchasing and consuming food and drink products. In order to meet the target consumer’s needs I wanted to let them know the product was both organic and had the recommended doses of Calcium, Vitamin D, and Zinc for their age group with out being offensive. To reach this goal I chose to simply provide the consumer with a small statement of the organic nature of the product on the front of the bottle along with a brief summary on the back of the bottle detailing the benefits of consuming this milk. The message on the back also allows the consumer to connect with the company’s goals for the product, producing a consumer/producer relationship. As for the design of the bottle I wanted to hold the milk, I chose to modernize the retro milk bottles from the 1960’s. By doing so I took a familiar and loved object from the target market's era and provide a loving memory of the past and fast forwarded it to the present for consumers allowing them to remember those good old days each and every time they purchase a bottle or drink from one. As for the material of the bottle I selected plastic instead of glass. I chose this because as people age they can become clumsier and more prone to dropping items. In this instance, there is no glass bottle to break and no potential harm to consumers from breaking glass. As for the logo and slogan I chose once again to appeal to the target market's childhood. The brand name I came up with is Dairy Delight, which gives the consumers a more positive experience when purchasing milk. When deciding on a logo for the product I wanted a retro milkman on the front in black and white. Having the image in black and white gives the bottle a more sophisticated feel along with appealing to the memory of the neighborhood milkman dropping off milk each day to your milk chute or back porch. The colors I would use in the designs across the bottle will be purple and black. It will give the packaging a classy, sophisticated feeling along with appeal to both genders. After researching some helpful information I found out that the color purple increases preference for a product as a woman ages and black appeals to both target markets. I feel by choosing these design details I developed a highly visible and sought after product that will be purchased by many in the target market.

Milk Project-Lori Andriot

For my project I knew that I wanted the name be what drew the customers to the project. With the age specifications of this project there was a need to be delicate, to ensure that no one was to be offended by naming of the product. If there’s one thing that I’ve learned in this class, in the marketing aspect, it’s that the audience, the buyer, is everything. That being said I chose to find a name that went of the words classy and sophisticated to describe the group of people that is our target audience. I also wanted to tie in of course the dairy aspect of milk in to the name. I came up with many things, the runner-up being HmooO, but alas I decided to tie in one of my favorite literary techniques; alliteration. And thus the inception of the name Sophisticated and Smooth, this title brings in two different types of taste. The first is the taste of the target audience, with is sophisticated, being the worldy people that the baby boomer generation is they know what they want out of life and thus have a distinct taste. It also ties in the smooth texture of the milk, it is as well witty and has the “moo” bolded and focused in on in the title.
After finding a title for what the beverage would be called, I had to come up with what the outer product would look like. I didn’t want anything too childish, I’ve seen many a products fail due to the fact that their packaging and their target audience were contradicting one another. However, since the beginning of this project I knew that I wanted to incorporate, somehow, the traditional glass bottles that you see in classic television shows, movies, cartoons and even, in my case, stories from my parents. And thus I decided to use said traditional glass bottles, I even decided to take it a step further and decided to make these bottles recyclable, so those that buy the bottles can take them back to their local grocer, they would be sent back to Moo-Moo Makers where the bottles would be sanitized, refilled and sent back out for purchase. This not only cuts down on production cost for the company but it also helps the environment by being recyclable and thus eco-friendly.
But what does the bottle look like? Well, choosing to go with the classic design of the glass bottle, I didn’t want the design to clutter the simplistic styling, which is why I choose to keep the sides blank and put all information on the front and back of the bottle. This is also to ensure the customer is not confused, since the bottle is transparent, with all the words and details on the bottle. It will also be easier to read this way.
On the front of the bottle there is the label, which is a composite of a cow face with the word smooth being made up of the nostrils and the “&” sign connecting it (by being a bull nose ring) to the word sophisticated. The front also has the logo on it which is “Have a pint of cold, smooth milk” which is playing off of ‘a pint’ which in Britain is 20 ounces, which is the amount of liquid in my product. As well there is also Organic Skim milk on the front so the customer knows what they are buying, instead of having to search all over the bottle to find what exactly they are drinking/buying.
On the back there is of course the nutritional information, to ensure that those buying this product know what they are drinking. It is also something that has to be on the bottle. On the back are also the ingredients, and the address to mail comments/questions/concerns. This ensures that the customers can stay in touch with the company and they can help make the company better, it’s all about the customer interaction. And lastly on the back there is a witty description, I believe that the target audience will find this description humorous and that will hopefully be an incentive to take this product home with them.
All in all, while the mark-up for this product may be simplistic, it is traditionalistic and this is a quality that I believe the targeted audience will appreciate. This product is all about the quality, it is about getting the customer to try our product and then become loyal to it because it is beneficial to their life. This product is sophisticated and smooth just like the customers that the Moo Moo Maker company made this product for.

"Restore" Milk Project - Nicole Ehlert

When I first think of milk, I think of something that is so basic that it hardly gets thought about at all. Perhaps this is why when I first received this assignment I drew a blank for the longest time. Having had no training in marketing or design previous to this class, I didn’t know how to begin to create a campaign for milk for a specific target market. However, after my mind had some time to process the task, I began to be inspired.

In my mind, or at least in my family, men and women over 45 tend to have a feeling of nostalgia for the ways of life when they were younger as well as either a slower pace of life or a desire for a slower pace of life. In addition, they are very conscious of their health as well as the environment. Finally, they tend to have a higher disposable income to spend on more quality versions of things they enjoy on a regular basis, such as milk. From these thoughts I envisioned a product label inspired by the very simple and natural origins of milk: a pasture. I found a picture that used the soothing colors of blue and green to show a farm scene with cows grazing happily in nature. I then carried out the color scheme by incorporating a blue background. Overall, I tried to keep the design simple and natural because this is a message that I want my customers to see. I included a table of nutrition facts to inform the customer of the numerous health benefits of the milk.

My brand name for this new Moo-Moo Milk Makers drink is “Restore”. I wanted to choose something that would appeal to the target market of individuals over 45 in many ways, so that they can interpret it how they will. In essence, the concept of restoration can be applied to their health, their energy, their nostalgia for old memories, or their desire for a more natural product. To convey this message even more strongly to my audience, I included a short message of situations that they might be able to relate to in which they could reach for a bottle of “Restore” to help them relax and regain control of their lives, finishing with the sentence “You’ve been restored”. Also on the front of the label with the brand name I included a slogan: “Organic… like it should be.” My customers will understand that this high-quality milk is all-natural and healthful, like they remember it being in their childhood. I also included the “USDA certified organic” stamp as well as the universal recycling sign to show that the brand is environment-conscious as well.

The packaging of my product is a sleek, standard, 20 ounce glass bottle which sends a message to my target market that this milk is of high quality and can be comparable to the milk that they used to love that the milkman delivered in their childhood. This isn’t just any kind of milk, it’s something that you can count on to restore you because of its high quality.

Fit-Milk

Fit- Milk

For my project I decided to create a brand of milk called "Fit-Milk." The idea behind this milk is that it has a bit more protein and vitamins for the people over the age of 45. the focus is on health because more and more people are starting to become health conscious especially people over the age of 45. For the design of the font, I wanted to give it a bolder and stronger look, I wanted the audience to read the Fit-Milk name and think differently about this milk compared to others. I want them to think that this milk will keep them in shape and give them the necessary nutrients to lead a healthy life all from seeing just the font. Going along with the bold and strong font, I wanted a picture of tough looking cow to pose as the logo. I wanted a cow that looks superior to all other cows, that way it gives the audience a sense of feeling strong from drinking this milk compared to the average milk. I also wanted to wrap the milk carton in all white just so it stays consistent with the color of milk and also, I didn't want to change the color of the design outside of black and white because at the end of the day everyone knows what milk looks and tastes like. The all white covering in my eyes gives it a smooth look and my provide for a sense of security for the audience. I also want the emphasis to be on the type of cow that I have created for the logo, I want people to only be able to see my logo and instantly know that it's Fit-Milk, in other words, I was trying to build brand recognition. Lastly, I wanted my borders to be black and white, so I decided to have a checkered border just to give it a little excitement, but again, not too much.

Brand/Package/Label Project - Lauren Bacon

As I'm sure Dr. Skinner already knows, this type of project is a dream project for me. If I could have, I would have dedicated all of my energy into developing a new brand, the strategic plan, and implementation. However, to keep my sanity and to be able to balance my other courses, I limited myself. So, the first step I took was to narrow my target market and do some research. I first focused on Baby Boomers. This generation was born between 1946 and 1964. This year, the youngest will turn 47. Less of this generation is considering completely not working upon retirement, leaving 89% to still continue to hold a job. Additionally, this generation is becoming more tech-savvy with 82% using the Internet. Moreover, they held most of the nation's discretionary income in 2009 with almost 3 trillion dollars (Miller & Washington, 2011, pp. 205-206). After reading more about the generation, I chose to focus on upper-middle to upper class individuals who are cultured, stylish and young at heart.

My first idea was to separate males and females and do a "his & hers" type milk with color coding, although the same logo, but with different tag lines. After drawing up a few sketches of color schemes, I could not think of an appropriate name. So I thought back to my target market and chose to focus on the young at heart aspect. This brought me to the idea that this generation is aging, and some would prefer to slow the process, which reminded me of the Fountain of Youth, or FOY. However, this sounded too much like soy, so I tabled that idea as well and thought of words that seemed related to the Fountain of Youth. The word elixir is associated with potions or mixtures to provide or conserve youth. Then I decided to focus on the color white and went with Ivory Elixir. However, this reminded me of Ivory soap, so I decided to play with other languages. I settled on French because French culture has a fashion forward, chic, classy culture coupled with the old European style. Thus the name Elixir d'Ivoire was born. I chose a deep red and gold [it looks yellow in the drawings, but would actually be metallic gold] paired with black because it looks high class and catches the eye. I Googled French fonts and found the font I chose for the logo. I decorated the glass bottle with two French symbols = a fleur de lis and the Eiffel Tower. The tag line is "Who knew milk could be so chic?" playing into the idea that this milk is cool. This will be a more expensive brand, but since the target market has a large amount of discretionary income, they will not mind paying the premium. Moreover, they will appreciate the perception that the milk is "cultured" since it has dominant French aspects. Finally, this milk will be sold in larger cities, where people like to stay on trend and are more open-minded.

Works Cited

Miller, R.K., & Washington, K. (2011). CHAPTER 38: BABY BOOMER CONSUMERS. In, Consumer Behavior (pp. 205-207). Richard K. Miller & Associates. Retrieved from EBSCOhost.

Keriann Roush-Milk Project

For Moo-Moo Milk Makers new adult milk beverage I chose to go with a modern and simple approach. My research of current milk products on the market showed a lack of innovation. Nearly all the products I reviewed were in traditional rounded shape milk bottles, jugs, or cartons. For my design I wanted to go in a completely different direction and stand out from the hum-drum of current milk products.

Our target market, adults 45 years old and above, are more savvy and modern than many give them credit for. They strive to maintain vestiges of youth, are health conscious, and seek to invigorate their life-style. Our design attempts to appeal to this group with a modern square bottle with beveled edges. This deviation from traditional milk bottles shows an updated side to a classic, much like our target market.

The logo design and packaging are purposely kept simple. A blue circle with our brand name “rejuva milk” is front and center. Underneath that it says “Organic Fat-Free Premium Milk”, this lets consumers know exactly what they are getting. At the bottom there is a sun with the words “Refresh Yourself”. I chose the bright sun and these words to remind people of morning, getting a good start and feeling refreshed. The blue I chose feel calm, cool, and collected. Which is how many busy people over 45 wish their lives felt more often. This is the feeling we want to convey with our marketing campaign.

The rest of the design is equally simple. On one side, we give a brief marketing line “Refresh your mind, body, and soul.” This will be the main theme of our marketing campaign for rejuva milk. The other side contains nutrition facts and reminder to keep the beverage cold with the quote “As in life, chill for best results.” This serves as another reminder of the calm, refreshed feeling we are trying to convey. The back is intentionally left blank to keep the design simple and uncluttered.

The final design is simple and modern, yet still reminiscent of a classic time.