Question

Briefly explain which of the approaches (unique selling proposition, brand image, inherent drama, and positioning) did the “Happy Cows” campaign use in their creative effort?

Answer 1

Answer: Brand image approach “Happy Cows” campaign used in their creative effort.

“Happy Cows” campaign used the brand image approach in their creative effort. As discussed in our book, the brand image approach is best employed when products within a category are so similar that it’s difficult to find a unique characteristic between brands to use as the main selling idea. Additionally, the brand approach calls for the creative strategy to be based on the development of a memorable identity for the brand, which is done by associating the brand with certain symbols. In this case, the CAMB was aware of the fact that they would be unable to successfully promote their brand by simply claiming superiority over its competitors. This is due to the fact that cheese is a product with relatively low differentiation between brands, and the CAMB needed to promote it from a variety of different producers. In order to do this, the CMAB designed a symbol that would represent all brands that they represented, those who were made in California using California milk.

Using the slogan “Great Cheese comes from Happy Cows. Happy Cows come from California,” the campaign presented consumers with the idea that California cheese is good because it's produced by contented cows.

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