Erica Cabrera 9/14/19
Case Study #1
California Milk Advisory Board Real California Cheese
In California, 1982, Milk consumption and production started to decrease, however it was
rebuilt with the foundation of better advertising and promoting that was starting to become
consistent and properly thought out. The CMAB needed to differentiate their production, and
they wanted to connect and create an emotional bond with consumers. The production began
with the ” Happy Cows” Campaign. It was developed around 2000 with the tagline – “Great
Cheese comes from Happy Cows”. The CMAB hired a new advertising agency, who eventually
came up with the tagline. They started new strategies to promote RCC. This was successful
because CMAB was using humor in their ads that featured cows talking, and showing how
