Episode Transcript
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Speaker 1 (00:06):
all right, we are back with another episode of
cocktails, tangents and answers,and if you're watching on
youtube, you can see caitlin isnot here.
She's home.
She's a little sick, uh, has alittle sore throat, but she will
be back, uh, so zach is fillingin.
It says guest zach on the sheet, but you're really the co-host,
like let's be honest, be honest.
Speaker 2 (00:23):
Yeah, I'm filling in for Kaylin for the first time
ever.
Actually, is it the first timeever?
Maybe it's just been a while.
I think we might have done oneepisode together.
I think you did one.
Speaker 1 (00:32):
Yeah, we've done one together, I think, where you
weren't the guest, and thenyou've been a guest with both of
us a couple of times.
This is the time on video,though, so it's all right,
because you always cut yourvideo like so just full, like
(00:52):
transparency.
Zach records video of himselfevery time.
He just never puts it in theyoutube version of the podcast.
Yeah, um, so I think that theproducer could be in there in
the youtube version all the time.
Speaker 2 (00:56):
It would be fine, yeah definitely could be
something going forward.
I'm glad I got a haircut uhrecently for this.
That wasn't planning onstepping in, but it's.
Speaker 1 (01:06):
I'm definitely excited I mean your hair is
always a topic of conversation,though, like even when it's like
completely wild and out there,it's still like good hair I feel
like every haircut.
Speaker 2 (01:17):
Since I go I've been going to different barbers
trying to find like ones that Ilike.
Every haircut almost makes mefeel like a different person
because it's just like such adifferent look.
But yeah you still have a funone that you like down there.
I think this one that I went tolast time is pretty good.
He he calls himself the like aJack of all trades kind of thing
.
So he he likes doing likedifferent textures and like
(01:39):
weird haircuts.
So I think it fits pretty well.
But we'll see, like how I likeit, as I like, go back next time
.
Speaker 1 (01:46):
Okay, Well, we'll keep tabs on it and we'll always
comment.
So we're not talking about hairthis week.
We are talking about a fewiconic ad campaigns that got
companies from.
I think the zero to hero is howyou phrased it.
Speaker 2 (01:58):
Yeah.
Speaker 1 (01:59):
Zach in the episode title, help them bounce back and
transform from being eitherlittle known brands or from like
a downhill slide, uh, intohousehold names.
Speaker 2 (02:09):
So and those things are pretty iconic too.
Speaker 1 (02:12):
So yeah, these are things that you will know about,
you will have heard about andyou should like be familiar with
, I would think.
Um.
So, yeah, so, getting to that,um, my cocktail is so weird, um,
so I was reintroduced to thiscocktail recently, but it's the
business woman special, um, andif you are a fan of romeo
(02:36):
michelle's high school reunion,you will remember this cocktail.
For them it was, I think it waspeach schnapps, vodka,
grenadine and like 7-Up or clubsoda.
So we've kind of upscaled it alittle bit.
I've seen a whole lot ofvariations on this.
Some have rum now, or gin,which, if Caitlin were here, she
(02:59):
would just be like, just go forthe gin version.
But they're actually twocompletely different cocktails.
There's always some bubbles init of some sort, something red,
usually a little lemon or citrus.
Um, there's also one that istequila and mango arizona tea.
Speaker 2 (03:13):
I was gonna ask about that one.
Speaker 1 (03:15):
The mango arizona tea sounds crazy yeah, there's a
couple other things in it.
I mean, I guess the good thingis mango arizona tea is always a
dollar, right?
Is that's one of those thingslike the costco hot dog?
Speaker 2 (03:24):
hot dog and pepsi.
Yeah, I think.
I think they've tried to keepthe price pretty, pretty low
yeah.
Speaker 1 (03:31):
So that one I was like okay, like that's the only
one I found with tequila in it,um, but and the proportions are
a little bit like yesy, but theymake sense for a cocktail, um,
so this one's based off the onethat I had just like a week ago
or so in Washington DC at alittle place called Little Gate
Pub, which is exactly what itsounds like.
(03:53):
They have dino nuggetsair-fried dino nuggets as one of
their bar menu, and they haveother stuff.
They have empanadas and stufftoo, but the dino nuggets were
so good, like they're so crispywhen you air fry them the
picture you set.
Speaker 2 (04:09):
They looked really, really good.
Honestly, this seems like areally versatile cocktail.
I like that you can kind ofswitch things up and then still
get the general idea of what itis.
Speaker 1 (04:15):
Yeah, it's like a choose your own adventure kind
of uh.
Cocktail.
So shout out to billy ourbartender, who was fantastic.
I don't remember the nights heworks.
I feel like we were there on aSunday or Monday maybe.
Anyway, so on to the cocktail.
So mine is the gin version.
The gin version is a little bitmore herbal.
If you use rum.
(04:36):
I'll give you some subs thatyou can do to make it a little
bit more fruity or sweet.
So you got one and a halfounces of gin.
A quarter ounce of an orangeliqueur like Cointreau is an
orange liqueur.
You can also just get thingscalled orange liqueur A quarter
ounce of lemon juice I'm notsure if the one I had had lemon
juice in it, but typically theydo.
So I'm throwing that in here.
Splash of cranberry, splash ofclub soda, prosecco, rosemary
(04:59):
sprig for garnish.
So you take everything but thebubbles and cranberry, the gin,
the orange liqueur and lemonjuice, put it in a shaker and
shake it.
You can shake it until chilledand then strain it into a
chilled coupe glass.
I mean, honestly, you can use arocks glass, you can use a
coupe glass.
It really doesn't matter.
It just kind of depends on thevolume you want.
You'll top it with the Prosecco, a splash of the cranberry and
(05:23):
a splash of the club soda andthen toss that Rosemary and um.
So if you're doing the rum one,um, you just switch the gin for
rum and um.
Instead of using cranberry, usegrenadine to make it a little
bit sweeter, but still give itthat red color and the red sort
of floats in it.
(05:43):
It's really pretty.
Um, I know I was working withMegan on the art for this one
and she's like there's so manydifferent pictures.
I was like, use that one, thatone's closest, um the other
thing.
So I went back with a friend ontuesday night and had another
one, and this one was in a wineglass.
Oh wow.
So it was a lot and basicallythey just you just get more
prosecco in the wine glass andthat one had ice in it topping
it off, kind of thing.
um no, he just, it just cameccoin the wine glass and that one
(06:05):
had ice in it too, so you justkeep topping it off, kind of
thing.
No, it just came in a big wineglass.
Oh, okay, it's just, you getmore Prosecco.
Obviously, the coupe glass isgoing to be less, the rocks
glass will be a little bit more,the wine glass is a lot of
Prosecco.
Speaker 2 (06:18):
I think I'd really like to try the rum version that
sounds really good to me.
Speaker 1 (06:22):
Yeah, and instead of the rosemary, use a lemon twist
on that one.
So oh and I know caitlin wouldwant to eat the whole lemon and
then put the twist in um, maybenot the lemon, I think she does
that with oranges.
But yeah, it was.
It was good, it was light andrefreshing and I do love that.
You can be like oh, I'm not agin drinker.
Okay, I can do this with vodka.
I can do this with rum.
Speaker 2 (06:43):
Apparently you can do it with tequila, like you can
kind of just change it based onhow you're feeling, too like
your time of day, whatever likeis like, honestly, whatever
sounds best, like I like it ifyou're.
Speaker 1 (06:55):
If you're on a budget in college, you can just use
some gordon's vodka and peachschnapps and a little bit of
sprite and there you go, you gotyour own.
Uh uh, business woman special.
Speaker 2 (07:05):
I would.
I would probably go with themost more upscale version, but I
mean, if you hope that that'sall you have, I guess go for it.
Speaker 1 (07:13):
Yeah, I mean that that, like Gordon's vodka and
the big jug, is just nasty.
Speaker 2 (07:17):
Yeah, I don't.
I don't like thinking about jugvodka.
Speaker 1 (07:20):
Yeah, you can peel paint with it or clean your sink
Like it'll work for that.
But yeah, I do love this one.
But yeah, that's all I've gotto say on that one.
Speaker 2 (07:31):
I guess we should get into it.
Speaker 1 (07:33):
Yeah, let's get into it All right.
So my special businesswomaninside of me is ready to talk
about Zero to Hero Campaign Zach.
Speaker 2 (07:48):
Yep, I'm ready too.
Speaker 1 (07:50):
All right, so let's get into it.
The first one is Ray-Ban in the1980s, so this is.
I don't even want to know howfar before you were born.
Speaker 2 (07:58):
This is I was born in 98.
Speaker 1 (08:01):
So Okay, well, at least not 2000.
That helps.
But basically, ray--bansunglasses brand, I think
everybody knows that.
Um, they actually do haveregular glasses too.
These are not ray-bans, theseare warby parker.
Um, but um, yeah, they werereally not doing great, they
were only selling about 200 000pairs of sunglasses per year.
Um, the oversized frames fromother glasses, I mean this was
(08:26):
like the blue blockers age too,like, which was ridiculous.
Those things were so awful andthen there were just cheaper
alternatives coming in.
Ray-ban was like the premiumbrand and it didn't have like
premium cachet.
Speaker 2 (08:39):
They're definitely starting to struggle around this
time.
Speaker 1 (08:42):
Yeah, it was really really rough they kind of
kickstart, like their sales andeverything like that yeah,
because before that they werelike the sunglasses, like they
were what you would get forsunglasses.
So, um, luckily, tom cruisesaved them.
Uh, tom cruise, his underwear,a white shirt and his ray-bans.
Um, soky Business came out in1983.
(09:05):
Cruise wore Wayfarers.
Wayfarers are a Ray-Ban productand the sales increased about
50% from 200,000 to 300,000pairs a year.
So that's pretty good, but itjust kept going Like.
I think part of it is.
You know, you'll still seepeople doing like the Tom Cruise
(09:27):
risky business, like outfit Atleast I will at some parties.
I've gone to it like Halloweenparties or for a joke party.
Those kinds of things Is thatreally loud.
Yeah, I don't know what's goingon, but anyway yeah.
Speaker 2 (09:47):
So I think that helped.
Well, and I read that I don'teven know if, necessarily,
ray-ban had anything to do withthis specific, this first movie
that Tom Cruise was in.
I think Tom Cruise really justliked those sunglasses and so
when the sales started going up,I think Top Gun was more of
like okay, this is something weshould focus on and because it's
(10:09):
shown a positive, uh impact onour sales, we can maybe actually
try and like formalize this alittle bit and it just fit right
, like the wayfarers, were thatcool sunglass that you could
wear, that style, and then intop gun, I mean, of course you
wore aviators.
Speaker 1 (10:24):
Like why would he not wear aviators?
Yeah, um, and those became umextremely popular as well.
So, um, by 1988 they were up toone and a half million pairs a
year, and then um top gun fueledit even further, up to four and
a half million pairs a year,that's up from 200 000, as they
kind of entered 19 the 1980s, um.
Speaker 2 (10:47):
So accidental product placement can help, yeah,
purposeful product placement canhelp well sometimes that's how
you figure out like sometimesyou accidentally stumble upon
stuff like that, right, likeyou're not necessarily trying to
like they weren't necessarilytrying to make a huge impact.
Tom cruise just liked thesunglasses and it made it, made
them iconic.
And with, uh, the 4.5 millionthat's total sales.
(11:11):
With the 1.5 million that wasjust wayfarers, so, oh, wow, so
just them being in that movie.
Everyone wanted to wear thosesunglasses, so it like heavily
boosted sales for just that onepair.
And then the aviators samething.
It actually helped boost all oftheir sales.
Yep, and it's funny because mydad actually has a pair of, like
(11:32):
ray-ban aviators from the 80sand uh, he's like he has his
pilot's license and everything,but I'm almost like 100 sure top
gun was like probably thereason he ended up picking them
up so it could have been.
Speaker 1 (11:44):
And are aviators the ones that are always in like cop
shows too, isn't?
Speaker 2 (11:47):
yeah, I would say they're the most iconic of like
all of, probably.
Well, ray wayfarers arehonestly pretty.
They're probably neck and neck,but for me it's always the
aviators that really stand outwith ray band I wonder, um, did
he wear wayfarers in cocktail?
Speaker 1 (12:02):
because that would make sense, right?
Yeah, in cocktail.
Um, that's something we canlook up, I I bet.
I mean he may have been likethe sort of accidental
non-spokesperson for the brand,just because he liked them and
then they fueled it yeah, Ithink that's a really good
example of when something yousort of stumble into something
at.
A boss used to say if you, ifyou step on the gas and it moves
(12:26):
, step on the gas harder, solike if you accidentally find
something that's driving sales,if you can fuel that and in a
real way like right, these areboth great product placement
because they make sense.
Like forcing your product in is, um, a little bit rough yeah,
that's definitely a no-go yeah,it reminds me of um.
(12:47):
So now our laptops.
When you're looking at the backof the laptop, the logo is
right side up, and when you setthe laptop, the logo is right
side up, and when you set thelaptop down, the logo is upside
down, like when it's closed andyou're looking at it, but I'm
going, I'm watching the WestWing again and they had
somewhere in like season threeor four I think it was Gateway
Computers started sponsoringthem they really don't exist
anymore.
(13:08):
And Gateway's logo was when youlifted the computer up, it was
upside down and they figuredthat out.
And then, partway through, thelogos all flip.
They'd put stickers on them andthen it just became common that
they're like, oh like.
If you're sitting in a coffeeshop and you have your laptop
open, it's advertising for otherpeople.
(13:28):
When it's closed, you don'tcare what it looks like.
You already bought the thing,you don't need to worry about it
.
So it's just funny to see howsome of those things happen with
product placement where they'relike oh, this works for, like
how we were thinking of it, butnot for product placement.
Speaker 2 (13:43):
Just like thinking of product placement.
I didn't even think about thisfor the episode, but I saw that
there's this YouTube channelthat exists that creates like
content for like, like almostlike what's it called like
teenage, like TV shows, you knowwhat I mean like kind of like
the grassy stuff, like that.
But the YouTube channelactually makes videos kind of
(14:05):
like geared towards like thattarget audience where it's like
really cheesy, like not takingitself very seriously, but it's
almost like almost 60 of theactual content is product
placement and ads and it's likevery it's not like native, where
it's like blending into theshow.
It's like they actively takelike five minutes of the 15 to
(14:27):
20 minute like youtube video toshowcase this one product.
It's like Reese's I've.
I'll probably like try and findit and look it up.
Speaker 1 (14:36):
That would actually be an interesting one.
We could also like we shouldjust do a product placement
episode.
Um, we could talk about extrememakeover home edition when that
came out.
Speaker 2 (14:43):
Oh yeah, 2000s.
I worked on that.
Speaker 1 (14:45):
Yeah, that'd be a great story Like back, yeah,
yeah and it's so much productplacement in that from Sears
Like so much.
All right, so let's get intoGot Milk.
Speaker 2 (14:57):
Yeah, I think this honestly might be the most
iconic of the episode.
Or at least it's the mosticonic to me.
I was telling you before theepisode actually started, but
Got Milk like posters were allover my high school growing up,
so like every book or magazineI'd read too, because I mean I
was before smartphones still, soI'd still read that stuff.
Speaker 1 (15:20):
But yeah, it's very iconic zach is younger than
paper magazines and younger thansmartphones, so I know um wild
um, yeah, uh, milk used to belike everybody was drinking milk
, like cause you get yourcalcium and whatnot, and all
that like all the way through,since, I think, people started
(15:40):
drinking milk and it waspasteurized and all that Um, but
it was declining because wesuck at good dietary habits
andits and we were into soda,bottled water, coffee drinks,
basically anything but milk.
People were also worried aboutthe fat content, which just
makes me roll my eyes, and thenlactose intolerance, like yeah,
(16:02):
you don't want to drinksomething that makes you farty.
That's just not great.
The fat content, though here'swhat kills me.
Everybody's like oh, 2% milk isso much better.
Do you know how much fat is in?
What the percent of fat is inwhole milk?
No, I don't.
3%, oh my gosh, so you're?
Speaker 2 (16:23):
it's like and so I started like when I learned that
.
Speaker 1 (16:25):
Yeah, I was like.
I was like I'm just going to dowhole milk in my coffees and
stuff, because why not?
Like it's not that much worsefor you and skim milk for me
just tastes like watered downmilk, which I think is exactly
what it is.
Speaker 2 (16:37):
It's just how do you feel about like almond oat milk?
Because I kind of like almondoat milk and coffee, because I
feel like coffee can alreadykind of like upset your stomach
if you drink a lot of it or likejust a really strong and really
rich.
So like I don't really likewhole milk, if I'm getting like
a latte, I kind of go for thealmond and oat, yeah, and the
almond and oat have like I don'tknow that, like almondy and
(17:00):
Odie taste to them.
Speaker 1 (17:01):
They've got a little bit of flavor to that.
So, yeah, I do like him in mycoffee, especially if you're
doing like like a hazelnutcoffee with almond milk or oat
milk.
You just get a little bit morenuttiness in it, which is kind
of fun, Um, but yeah, so milkbasically had a bad rap.
And so, um, in 1993, theCalifornia milk processor board
(17:24):
and there's a board for like allof this stuff, there's the Iowa
pork processors and beefprocessors and all those kinds
of things.
Um, we, we could do pork, theother white meat too.
We could have done that one.
Speaker 2 (17:35):
Yeah, there's a lot of good options honestly.
Speaker 1 (17:36):
There are.
We have to just pick three,though, Otherwise we'll be here
for an hour.
Yeah.
So anyway, they aim to reversethat train by basically
emphasizing that milk is a partof your key moments and a part
of like what your everyday lifeshould be, and life will be
better if you drink milk andblah, blah, blah, blah, blah,
(17:58):
blah.
So it was probably one of themost iconic efforts.
I believe it was technically aPSA campaign.
The California Milk ProcessingBoard is a nonprofit on behalf
of the industry.
But, yeah, started inCalifornia.
And what happened, zach?
Tell us what they got.
Speaker 2 (18:18):
I mean it was very successful.
Milk sales rose significantlyin California following the
campaign launch, with a 7.7%increase in the first year,
which–.
Speaker 1 (18:27):
That's huge.
Yeah For a beverage brand, it'senormous.
Speaker 2 (18:32):
It's kind of like what we were talking about with
the product placement too.
One state decided, oh, thismight work for us, and then all
the other mug processing boardswere like, okay, let's push this
nationwide.
Speaker 1 (18:44):
Yeah, it became a nationwide campaign and then it
became like parodies of it wouldexist and people would do, got
whatever you know with aquestion mark in that similar
font.
Um, I can't think of one rightnow, of course um, but that does
help fuel yeah, it had anextremely high recognition.
Speaker 2 (19:02):
Like you said, it was very iconic 90 awareness in
california by 1995 and then I'dbe curious to see how much and
fast it spread across the us,because that's a big it was like
I said that was.
A big part of my childhood isseeing those ads on.
Tv everywhere.
Speaker 1 (19:17):
And it was all celebrities with, like, the milk
mustache and you know thatwasn't milk on their milk
mustache.
Right to film it, because milkis too runny, so I believe they
used yogurt or sour cream.
Speaker 2 (19:29):
I think I saw that I was going to say.
I couldn't remember what itactually was, but I knew it
wasn't milk?
Speaker 1 (19:33):
No way, it would actually no it wasn't milk, it
would just like fall off.
Um, yeah, it was like yogurt orsour cream, but the idea there
of that kind of iconic milkmustache and the you know
celebrities are drinking milk.
You're having milk at these keymoments of your life Um, it
really did help.
I keep scratching my nose I'mlike um, but yeah, like
(19:56):
increased recognition and, likeyou said, the campaign went um,
went national because it wasjust so popular.
I don't think many people evenknow it started just in
california yeah, I, I don't eventhink.
Speaker 2 (20:07):
I honestly didn't know that until I started doing
research for this episode.
Do you have any vivid memoriesof seeing this during the early
days of it?
Speaker 1 (20:18):
I remember that it was one of the simplest
campaigns because there wasalmost no copy and it was just
Got Milk.
There was a little bit of copyon them.
I think I don't have anyspecifically that stick out with
me that I can think of rightnow.
I could probably Google it andsee.
Speaker 2 (20:35):
Yeah, because honestly, like I don't know,
it's just like almost ingrainedin like American culture a
little bit, Because, like yousaid, it's been like parodied
like so many times.
Just like honestly it's justeverywhere.
It's still like relevant todaytoo yeah, and there's.
Speaker 1 (20:54):
I mean I'm looking at like, just if you just google
it and go to images, so manycelebrities like the cast of
friends did it um I wonder whatthe first actual got milk uh ad
was um, there's uh, I think Iknow which one it is uh, it was
(21:15):
titled.
Speaker 2 (21:16):
Aaron burn started sean whalen as a historian who
can't answer a trivia questionbecause he's full of peanut
butter, what?
And then, uh, it was directedby michael bay, apparently too,
so that's interesting so that'sthe first tv ad.
Speaker 1 (21:30):
There were print ads before that.
I think there was one that wasjust a splash of milk that said
got milk, but I think the onethat came with that.
There's a print ad that's abite out of a peanut butter and
jelly sandwich yeah, I'm lookingat that one too got milk.
And that one is yeah, that isthe original.
It was formed around peanutbutter and like how he was stuck
(21:50):
without milk and lost.
Um, yep, there it is.
I found it.
1993 debut commercial forgotmilk.
Um, so funny, that's great.
All right, so that's number two.
All right, so number three is alittle different.
Right, you want to just pop usinto number three?
Speaker 2 (22:10):
right.
So number three is actuallyDollar Shave Club, so this is
less about a company facing adecline and more about changing
a company's trajectorycompletely.
So in 2012, they released aviral video.
I'm sure some of our viewershave seen it I watched it before
this episode but basically,with just a $4,500 marketing
(22:33):
budget, the co-founder, michaelDublin, created a humorous,
basically to-the-point video,basically saying that we, as
consumers, should be tired ofoverpriced razors and presenting
his entire business plan in avideo.
And, yeah, it got a lot ofviews and actually like, really
(22:54):
like, vaulted them in like awhole other stratosphere of
success yeah, it's um, and it'sa minute and a half long.
Speaker 1 (23:02):
Like it's not a normal like 60 second or 30
second or today, like everybodybe, like you can't put out a
minute and a half video,nobody's going to watch that.
It has to be 15 seconds or less.
Um, but yeah, and he deliveredit.
So, like, straight faced with,like you know, you're being
ripped off, like you just needto change this.
Um, yeah, and I think that thisone it hit a nerve right,
(23:26):
because if you before, like adollar shave club, or now
there's harry's and there'sother ones, um, gillette and
Schick dominated the market andyou could get the razor for
super cheap, but the blades wereridiculous, like, even at
Costco you'd pay, like it waslike $25 for 10 blades or some
stupid thing.
Speaker 2 (23:42):
Like it was insane.
Speaker 1 (23:51):
If I remember right, they actually bought a razor
factory, razor blade factory ingermany, which is part of how
they got out of the by the, the,the chain of the, um, uh, the
supply chain basically createdtheir own supply chain because
so razors were like that,glasses frames are like that.
There were only two companiesin the world that made glasses
frames and so, unless you weremaking your own, you were sol,
(24:13):
and that's why like stuff, likepursels and things were more
expensive because they madetheir own.
Um, but yeah, they just putthis video out there and it
resonated.
Speaker 2 (24:24):
No tv ads, no other ads, just a video online it was
really like kind of a perfectstorm too, because it was just
around the time that YouTube wasstarting to gain traction with
like, like viral videos and notbecoming more of a consumed
content.
It was also just around thetime that, uh, subscription
(24:44):
services were starting to becomea thing.
So, like, basically putting allthat together, they really,
like, were kind of ahead oftheir time with what they were
trying to do with it, and now,like, dollar shape club is huge.
Speaker 1 (25:00):
Yeah, I mean they're in target.
Um, you don't have to subscribecause it was a subscription and
that's how you had to do it.
I actually, I actually didsubscribe and I've still got a
razor from there and I have somany razor blades because their
whole thing was like the otherthing was you should change your
razor blade once a week for areally good shave, and so you
would get like either four orfive razor blades a month, but
(25:21):
I'd never changed.
I mean I have really fine, likeI don't have a lot anyway to
shave, but I didn't change mineas often, so I've got a stack of
those razor blades.
So I finally just stopped andwas like I'm good, I'm good, but
yeah, I mean getting to 48% ofthe online razor market, like
almost 50% by 2015,.
It's insane.
(25:44):
And what's really interesting isthey got caught in the battle
of the.
Not caught, they benefited fromthe battle of the big holding
companies, right?
So Procter gamble owns gillette.
Um, schick is owned by asmaller company.
Um, edgewell personal care thatowns playtex, banana boat and
some other stuff.
Um, but really it was png andunilever had been fighting with
(26:05):
each other forever and liketrying to.
They have brands that directlycompete and unilever really
needed a good razor brand, sothey bought Dollar Shave Club
for a billion dollars in 2016.
Speaker 2 (26:18):
They went from a $4,500 marketing budget to being
acquired for $1 billion.
That's insane.
Speaker 1 (26:26):
Well, and that's also part of how you get
distribution right, becauseUnilever was in Target and
Walmart and everywhere, and sothey can get a new product in
there, because they haveleverage with everything else
they've got in there.
Yeah, it's just, I love thisone.
But the problem with this,though, is everybody's like how
can I make a $4,500 viral video?
Speaker 2 (26:43):
that like how can I go viral?
Oh my gosh, yeah, how can thatturn?
Speaker 1 (26:46):
me into a billion dollar company.
There's a great book on it andthere's a lot of things that
have to come together forsomething to go viral, but I
think this one because it hit anerve and it was.
It was pretty sincere.
It was also irreverent I mean,he swears in it and it just
resonated with people because itfelt like somebody was actually
(27:08):
speaking up for the man who'dbeen ripped off by razor blade
companies for his whole life hereally spoke.
Speaker 2 (27:15):
They really spoke well to the target audience and
really did a good job ofdescribing the problem and
giving the solution.
Speaker 1 (27:21):
Yeah, like and it was fun and interesting to watch.
It's it kind of reminds me ofthe old spice, when old spice
came back with their uh, oldspice commercials oh yeah, it's
just like so out there that itjust catches your attention,
then you know exactly whatthey're trying to sell you part
of that's like what do you haveto lose?
So old spice had been drowninglike they were.
They were your, not even yourdad's like deodorant and
(27:44):
aftershave.
Speaker 2 (27:45):
They were your grandpa's or your great
grandpa's I mean just the nameitself sounds like old.
Speaker 1 (27:51):
Old Spice, it's in the name, and so you just have
to pull something out of yourhat to try something new.
And same thing with DollarShave Club.
They just were an unknown, sospend five grand, see what
happens.
And it might work out, it mightnot.
And then everybody else is likewe can do that too.
(28:12):
And it's like no, not really,um, cause you try too hard,
right?
I think that one was basicallymore of a.
You know like, all right, well,we have this idea, let's just
tell it like it is, but be alittle bit funny and a little
bit irreverent and see whathappens.
Speaker 2 (28:27):
That's a good bonus one to throw in there too,
because it's like another greatexample of how you can turn it
around.
Speaker 1 (28:34):
I know, but we're like at time, I don't want to go
over, like it'd be really badif you were one of the hosts and
we went way over.
Yeah, that would.
Caitlin would never let youlive that down.
That's true, all right, so yeah.
So we've got the accidentalproduct placement that becomes
purposeful product placement.
(28:54):
We've got the nonprofit with avery clever, easy to understand
concept, and then we've got thestartup with nothing to lose,
who just goes for it and goesviral.
All really good examples.
I think the other thing that itshows you, like the Ray-Ban one
and even the Old Spice one, itis never too late to try to
(29:14):
reinvent or resurrect your brand.
If you've got sliding sales,one of two things will happen
Either you'll turn it around oryou'll go out of business.
Those are the two options.
So take a risk, turn it around.
Speaker 2 (29:27):
Yeah, sometimes it's okay not to do what everybody
else is doing.
It's okay to think outside ofthe box and try something new.
Speaker 1 (29:34):
Yeah, most of the time I would say it's better to
not do what everybody else isdoing.
I mean, the only time it is isif you're going to do it way
better than they are.
Speaker 2 (29:41):
right Like build a better mousetrap, otherwise the
mousetrap I have is going towork just fine.
All right, yeah, and thanks forlistening.
As always, you can find ouragency at antidotes, underscore
71.
If you have a question, you'dlike to send our way head to
ctapodcastlive to shoot us anemail.
I'll definitely be the onereading it and getting it ready
(30:03):
for the episode.
The best thing you can do isleave us a voice message on our
hotline at 402-718-9971.
Your question will definitelymake it on the episode podcast
because we'd love to hear fromyou and, honestly, it'd be a lot
of fun.
So I think you should do it.
Speaker 1 (30:21):
Yeah, and Zach won't call you back unless you ask him
to call you back.
Like um, he's not going to likehound you or anything.
We're all introverts hereexcept Caitlin.
Speaker 2 (30:35):
Caitlin might call you back, but zach will keep
your phone number.
Yeah, I'll make sure that ifyou don't want to be called back
by caitlin, I'll be the one touh, make sure that doesn't, and
all of those do get assigned tozach when they come in.
Speaker 1 (30:45):
So, um, all good there.
Um, so, uh, we do have anotherepisode coming up.
This one was my choice.
Um, I love talking about old adcampaigns and zach knows, knows
that.
So we got that pulled together,which is great.
My next, my choice, might beproduct placement.
We can do that maybe in sixmonths or something, but next
week I think next week is goingto be Caitlin's choice, so she
chose the cocktail with herin-home bartender husband, but
(31:07):
the topic of that one is reallyrelevant.
Email marketing in the AI erasmarter, not spammy.
So you know, this was more of afun journey, but you kind of
like you can also like learnfrom this and just understand,
like, maybe inspire you to dosomething new.
Hers is going to be superactionable, like how to use AI
to be much smarter with youremail marketing and to avoid
(31:29):
being spammy, which is reallycool.
Speaker 2 (31:38):
We've been playing a lot with AI and I'm anxious to
see what we have to say for thatone, so tune in next week.
There's a lot of cool stuff youcan do.
Yeah, tune in.
all right, we are back with another episode of
cocktails, tangents and answers,and if you're watching on
youtube, you can see caitlin isnot here.
She's home.
She's a little sick, uh, has alittle sore throat, but she will
be back, uh, so zach is fillingin.
It says guest zach on the sheet, but you're really the co-host,
like let's be honest, be honest.
Speaker 2 (00:23):
Yeah, I'm filling in for Kaylin for the first time
ever.
Actually, is it the first timeever?
Maybe it's just been a while.
I think we might have done oneepisode together.
I think you did one.
Speaker 1 (00:32):
Yeah, we've done one together, I think, where you
weren't the guest, and thenyou've been a guest with both of
us a couple of times.
This is the time on video,though, so it's all right,
because you always cut yourvideo like so just full, like
(00:52):
transparency.
Zach records video of himselfevery time.
He just never puts it in theyoutube version of the podcast.
Yeah, um, so I think that theproducer could be in there in
the youtube version all the time.
Speaker 2 (00:56):
It would be fine, yeah definitely could be
something going forward.
I'm glad I got a haircut uhrecently for this.
That wasn't planning onstepping in, but it's.
Speaker 1 (01:06):
I'm definitely excited I mean your hair is
always a topic of conversation,though, like even when it's like
completely wild and out there,it's still like good hair I feel
like every haircut.
Speaker 2 (01:17):
Since I go I've been going to different barbers
trying to find like ones that Ilike.
Every haircut almost makes mefeel like a different person
because it's just like such adifferent look.
But yeah you still have a funone that you like down there.
I think this one that I went tolast time is pretty good.
He he calls himself the like aJack of all trades kind of thing
.
So he he likes doing likedifferent textures and like
(01:39):
weird haircuts.
So I think it fits pretty well.
But we'll see, like how I likeit, as I like, go back next time
.
Speaker 1 (01:46):
Okay, Well, we'll keep tabs on it and we'll always
comment.
So we're not talking about hairthis week.
We are talking about a fewiconic ad campaigns that got
companies from.
I think the zero to hero is howyou phrased it.
Speaker 2 (01:58):
Yeah.
Speaker 1 (01:59):
Zach in the episode title, help them bounce back and
transform from being eitherlittle known brands or from like
a downhill slide, uh, intohousehold names.
Speaker 2 (02:09):
So and those things are pretty iconic too.
Speaker 1 (02:12):
So yeah, these are things that you will know about,
you will have heard about andyou should like be familiar with
, I would think.
Um.
So, yeah, so, getting to that,um, my cocktail is so weird, um,
so I was reintroduced to thiscocktail recently, but it's the
business woman special, um, andif you are a fan of romeo
(02:36):
michelle's high school reunion,you will remember this cocktail.
For them it was, I think it waspeach schnapps, vodka,
grenadine and like 7-Up or clubsoda.
So we've kind of upscaled it alittle bit.
I've seen a whole lot ofvariations on this.
Some have rum now, or gin,which, if Caitlin were here, she
(02:59):
would just be like, just go forthe gin version.
But they're actually twocompletely different cocktails.
There's always some bubbles init of some sort, something red,
usually a little lemon or citrus.
Um, there's also one that istequila and mango arizona tea.
Speaker 2 (03:13):
I was gonna ask about that one.
Speaker 1 (03:15):
The mango arizona tea sounds crazy yeah, there's a
couple other things in it.
I mean, I guess the good thingis mango arizona tea is always a
dollar, right?
Is that's one of those thingslike the costco hot dog?
Speaker 2 (03:24):
hot dog and pepsi.
Yeah, I think.
I think they've tried to keepthe price pretty, pretty low
yeah.
Speaker 1 (03:31):
So that one I was like okay, like that's the only
one I found with tequila in it,um, but and the proportions are
a little bit like yesy, but theymake sense for a cocktail, um,
so this one's based off the onethat I had just like a week ago
or so in Washington DC at alittle place called Little Gate
Pub, which is exactly what itsounds like.
(03:53):
They have dino nuggetsair-fried dino nuggets as one of
their bar menu, and they haveother stuff.
They have empanadas and stufftoo, but the dino nuggets were
so good, like they're so crispywhen you air fry them the
picture you set.
Speaker 2 (04:09):
They looked really, really good.
Honestly, this seems like areally versatile cocktail.
I like that you can kind ofswitch things up and then still
get the general idea of what itis.
Speaker 1 (04:15):
Yeah, it's like a choose your own adventure kind
of uh.
Cocktail.
So shout out to billy ourbartender, who was fantastic.
I don't remember the nights heworks.
I feel like we were there on aSunday or Monday maybe.
Anyway, so on to the cocktail.
So mine is the gin version.
The gin version is a little bitmore herbal.
If you use rum.
(04:36):
I'll give you some subs thatyou can do to make it a little
bit more fruity or sweet.
So you got one and a halfounces of gin.
A quarter ounce of an orangeliqueur like Cointreau is an
orange liqueur.
You can also just get thingscalled orange liqueur A quarter
ounce of lemon juice I'm notsure if the one I had had lemon
juice in it, but typically theydo.
So I'm throwing that in here.
Splash of cranberry, splash ofclub soda, prosecco, rosemary
(04:59):
sprig for garnish.
So you take everything but thebubbles and cranberry, the gin,
the orange liqueur and lemonjuice, put it in a shaker and
shake it.
You can shake it until chilledand then strain it into a
chilled coupe glass.
I mean, honestly, you can use arocks glass, you can use a
coupe glass.
It really doesn't matter.
It just kind of depends on thevolume you want.
You'll top it with the Prosecco, a splash of the cranberry and
(05:23):
a splash of the club soda andthen toss that Rosemary and um.
So if you're doing the rum one,um, you just switch the gin for
rum and um.
Instead of using cranberry, usegrenadine to make it a little
bit sweeter, but still give itthat red color and the red sort
of floats in it.
(05:43):
It's really pretty.
Um, I know I was working withMegan on the art for this one
and she's like there's so manydifferent pictures.
I was like, use that one, thatone's closest, um the other
thing.
So I went back with a friend ontuesday night and had another
one, and this one was in a wineglass.
Oh wow.
So it was a lot and basicallythey just you just get more
prosecco in the wine glass andthat one had ice in it topping
it off, kind of thing.
um no, he just, it just cameccoin the wine glass and that one
(06:05):
had ice in it too, so you justkeep topping it off, kind of
thing.
No, it just came in a big wineglass.
Oh, okay, it's just, you getmore Prosecco.
Obviously, the coupe glass isgoing to be less, the rocks
glass will be a little bit more,the wine glass is a lot of
Prosecco.
Speaker 2 (06:18):
I think I'd really like to try the rum version that
sounds really good to me.
Speaker 1 (06:22):
Yeah, and instead of the rosemary, use a lemon twist
on that one.
So oh and I know caitlin wouldwant to eat the whole lemon and
then put the twist in um, maybenot the lemon, I think she does
that with oranges.
But yeah, it was.
It was good, it was light andrefreshing and I do love that.
You can be like oh, I'm not agin drinker.
Okay, I can do this with vodka.
I can do this with rum.
Speaker 2 (06:43):
Apparently you can do it with tequila, like you can
kind of just change it based onhow you're feeling, too like
your time of day, whatever likeis like, honestly, whatever
sounds best, like I like it ifyou're.
Speaker 1 (06:55):
If you're on a budget in college, you can just use
some gordon's vodka and peachschnapps and a little bit of
sprite and there you go, you gotyour own.
Uh uh, business woman special.
Speaker 2 (07:05):
I would.
I would probably go with themost more upscale version, but I
mean, if you hope that that'sall you have, I guess go for it.
Speaker 1 (07:13):
Yeah, I mean that that, like Gordon's vodka and
the big jug, is just nasty.
Speaker 2 (07:17):
Yeah, I don't.
I don't like thinking about jugvodka.
Speaker 1 (07:20):
Yeah, you can peel paint with it or clean your sink
Like it'll work for that.
But yeah, I do love this one.
But yeah, that's all I've gotto say on that one.
Speaker 2 (07:31):
I guess we should get into it.
Speaker 1 (07:33):
Yeah, let's get into it All right.
So my special businesswomaninside of me is ready to talk
about Zero to Hero Campaign Zach.
Speaker 2 (07:48):
Yep, I'm ready too.
Speaker 1 (07:50):
All right, so let's get into it.
The first one is Ray-Ban in the1980s, so this is.
I don't even want to know howfar before you were born.
Speaker 2 (07:58):
This is I was born in 98.
Speaker 1 (08:01):
So Okay, well, at least not 2000.
That helps.
But basically, ray--bansunglasses brand, I think
everybody knows that.
Um, they actually do haveregular glasses too.
These are not ray-bans, theseare warby parker.
Um, but um, yeah, they werereally not doing great, they
were only selling about 200 000pairs of sunglasses per year.
Um, the oversized frames fromother glasses, I mean this was
(08:26):
like the blue blockers age too,like, which was ridiculous.
Those things were so awful andthen there were just cheaper
alternatives coming in.
Ray-ban was like the premiumbrand and it didn't have like
premium cachet.
Speaker 2 (08:39):
They're definitely starting to struggle around this
time.
Speaker 1 (08:42):
Yeah, it was really really rough they kind of
kickstart, like their sales andeverything like that yeah,
because before that they werelike the sunglasses, like they
were what you would get forsunglasses.
So, um, luckily, tom cruisesaved them.
Uh, tom cruise, his underwear,a white shirt and his ray-bans.
Um, soky Business came out in1983.
(09:05):
Cruise wore Wayfarers.
Wayfarers are a Ray-Ban productand the sales increased about
50% from 200,000 to 300,000pairs a year.
So that's pretty good, but itjust kept going Like.
I think part of it is.
You know, you'll still seepeople doing like the Tom Cruise
(09:27):
risky business, like outfit Atleast I will at some parties.
I've gone to it like Halloweenparties or for a joke party.
Those kinds of things Is thatreally loud.
Yeah, I don't know what's goingon, but anyway yeah.
Speaker 2 (09:47):
So I think that helped.
Well, and I read that I don'teven know if, necessarily,
ray-ban had anything to do withthis specific, this first movie
that Tom Cruise was in.
I think Tom Cruise really justliked those sunglasses and so
when the sales started going up,I think Top Gun was more of
like okay, this is something weshould focus on and because it's
(10:09):
shown a positive, uh impact onour sales, we can maybe actually
try and like formalize this alittle bit and it just fit right
, like the wayfarers, were thatcool sunglass that you could
wear, that style, and then intop gun, I mean, of course you
wore aviators.
Speaker 1 (10:24):
Like why would he not wear aviators?
Yeah, um, and those became umextremely popular as well.
So, um, by 1988 they were up toone and a half million pairs a
year, and then um top gun fueledit even further, up to four and
a half million pairs a year,that's up from 200 000, as they
kind of entered 19 the 1980s, um.
Speaker 2 (10:47):
So accidental product placement can help, yeah,
purposeful product placement canhelp well sometimes that's how
you figure out like sometimesyou accidentally stumble upon
stuff like that, right, likeyou're not necessarily trying to
like they weren't necessarilytrying to make a huge impact.
Tom cruise just liked thesunglasses and it made it, made
them iconic.
And with, uh, the 4.5 millionthat's total sales.
(11:11):
With the 1.5 million that wasjust wayfarers, so, oh, wow, so
just them being in that movie.
Everyone wanted to wear thosesunglasses, so it like heavily
boosted sales for just that onepair.
And then the aviators samething.
It actually helped boost all oftheir sales.
Yep, and it's funny because mydad actually has a pair of, like
(11:32):
ray-ban aviators from the 80sand uh, he's like he has his
pilot's license and everything,but I'm almost like 100 sure top
gun was like probably thereason he ended up picking them
up so it could have been.
Speaker 1 (11:44):
And are aviators the ones that are always in like cop
shows too, isn't?
Speaker 2 (11:47):
yeah, I would say they're the most iconic of like
all of, probably.
Well, ray wayfarers arehonestly pretty.
They're probably neck and neck,but for me it's always the
aviators that really stand outwith ray band I wonder, um, did
he wear wayfarers in cocktail?
Speaker 1 (12:02):
because that would make sense, right?
Yeah, in cocktail.
Um, that's something we canlook up, I I bet.
I mean he may have been likethe sort of accidental
non-spokesperson for the brand,just because he liked them and
then they fueled it yeah, Ithink that's a really good
example of when something yousort of stumble into something
at.
A boss used to say if you, ifyou step on the gas and it moves
(12:26):
, step on the gas harder, solike if you accidentally find
something that's driving sales,if you can fuel that and in a
real way like right, these areboth great product placement
because they make sense.
Like forcing your product in is, um, a little bit rough yeah,
that's definitely a no-go yeah,it reminds me of um.
(12:47):
So now our laptops.
When you're looking at the backof the laptop, the logo is
right side up, and when you setthe laptop, the logo is right
side up, and when you set thelaptop down, the logo is upside
down, like when it's closed andyou're looking at it, but I'm
going, I'm watching the WestWing again and they had
somewhere in like season threeor four I think it was Gateway
Computers started sponsoringthem they really don't exist
anymore.
(13:08):
And Gateway's logo was when youlifted the computer up, it was
upside down and they figuredthat out.
And then, partway through, thelogos all flip.
They'd put stickers on them andthen it just became common that
they're like, oh like.
If you're sitting in a coffeeshop and you have your laptop
open, it's advertising for otherpeople.
(13:28):
When it's closed, you don'tcare what it looks like.
You already bought the thing,you don't need to worry about it
.
So it's just funny to see howsome of those things happen with
product placement where they'relike oh, this works for, like
how we were thinking of it, butnot for product placement.
Speaker 2 (13:43):
Just like thinking of product placement.
I didn't even think about thisfor the episode, but I saw that
there's this YouTube channelthat exists that creates like
content for like, like almostlike what's it called like
teenage, like TV shows, you knowwhat I mean like kind of like
the grassy stuff, like that.
But the YouTube channelactually makes videos kind of
(14:05):
like geared towards like thattarget audience where it's like
really cheesy, like not takingitself very seriously, but it's
almost like almost 60 of theactual content is product
placement and ads and it's likevery it's not like native, where
it's like blending into theshow.
It's like they actively takelike five minutes of the 15 to
(14:27):
20 minute like youtube video toshowcase this one product.
It's like Reese's I've.
I'll probably like try and findit and look it up.
Speaker 1 (14:36):
That would actually be an interesting one.
We could also like we shouldjust do a product placement
episode.
Um, we could talk about extrememakeover home edition when that
came out.
Speaker 2 (14:43):
Oh yeah, 2000s.
I worked on that.
Speaker 1 (14:45):
Yeah, that'd be a great story Like back, yeah,
yeah and it's so much productplacement in that from Sears
Like so much.
All right, so let's get intoGot Milk.
Speaker 2 (14:57):
Yeah, I think this honestly might be the most
iconic of the episode.
Or at least it's the mosticonic to me.
I was telling you before theepisode actually started, but
Got Milk like posters were allover my high school growing up,
so like every book or magazineI'd read too, because I mean I
was before smartphones still, soI'd still read that stuff.
Speaker 1 (15:20):
But yeah, it's very iconic zach is younger than
paper magazines and younger thansmartphones, so I know um wild
um, yeah, uh, milk used to belike everybody was drinking milk
, like cause you get yourcalcium and whatnot, and all
that like all the way through,since, I think, people started
(15:40):
drinking milk and it waspasteurized and all that Um, but
it was declining because wesuck at good dietary habits
andits and we were into soda,bottled water, coffee drinks,
basically anything but milk.
People were also worried aboutthe fat content, which just
makes me roll my eyes, and thenlactose intolerance, like yeah,
(16:02):
you don't want to drinksomething that makes you farty.
That's just not great.
The fat content, though here'swhat kills me.
Everybody's like oh, 2% milk isso much better.
Do you know how much fat is in?
What the percent of fat is inwhole milk?
No, I don't.
3%, oh my gosh, so you're?
Speaker 2 (16:23):
it's like and so I started like when I learned that
.
Speaker 1 (16:25):
Yeah, I was like.
I was like I'm just going to dowhole milk in my coffees and
stuff, because why not?
Like it's not that much worsefor you and skim milk for me
just tastes like watered downmilk, which I think is exactly
what it is.
Speaker 2 (16:37):
It's just how do you feel about like almond oat milk?
Because I kind of like almondoat milk and coffee, because I
feel like coffee can alreadykind of like upset your stomach
if you drink a lot of it or likejust a really strong and really
rich.
So like I don't really likewhole milk, if I'm getting like
a latte, I kind of go for thealmond and oat, yeah, and the
almond and oat have like I don'tknow that, like almondy and
(17:00):
Odie taste to them.
Speaker 1 (17:01):
They've got a little bit of flavor to that.
So, yeah, I do like him in mycoffee, especially if you're
doing like like a hazelnutcoffee with almond milk or oat
milk.
You just get a little bit morenuttiness in it, which is kind
of fun, Um, but yeah, so milkbasically had a bad rap.
And so, um, in 1993, theCalifornia milk processor board
(17:24):
and there's a board for like allof this stuff, there's the Iowa
pork processors and beefprocessors and all those kinds
of things.
Um, we, we could do pork, theother white meat too.
We could have done that one.
Speaker 2 (17:35):
Yeah, there's a lot of good options honestly.
Speaker 1 (17:36):
There are.
We have to just pick three,though, Otherwise we'll be here
for an hour.
Yeah.
So anyway, they aim to reversethat train by basically
emphasizing that milk is a partof your key moments and a part
of like what your everyday lifeshould be, and life will be
better if you drink milk andblah, blah, blah, blah, blah,
(17:58):
blah.
So it was probably one of themost iconic efforts.
I believe it was technically aPSA campaign.
The California Milk ProcessingBoard is a nonprofit on behalf
of the industry.
But, yeah, started inCalifornia.
And what happened, zach?
Tell us what they got.
Speaker 2 (18:18):
I mean it was very successful.
Milk sales rose significantlyin California following the
campaign launch, with a 7.7%increase in the first year,
which–.
Speaker 1 (18:27):
That's huge.
Yeah For a beverage brand, it'senormous.
Speaker 2 (18:32):
It's kind of like what we were talking about with
the product placement too.
One state decided, oh, thismight work for us, and then all
the other mug processing boardswere like, okay, let's push this
nationwide.
Speaker 1 (18:44):
Yeah, it became a nationwide campaign and then it
became like parodies of it wouldexist and people would do, got
whatever you know with aquestion mark in that similar
font.
Um, I can't think of one rightnow, of course um, but that does
help fuel yeah, it had anextremely high recognition.
Speaker 2 (19:02):
Like you said, it was very iconic 90 awareness in
california by 1995 and then I'dbe curious to see how much and
fast it spread across the us,because that's a big it was like
I said that was.
A big part of my childhood isseeing those ads on.
Tv everywhere.
Speaker 1 (19:17):
And it was all celebrities with, like, the milk
mustache and you know thatwasn't milk on their milk
mustache.
Right to film it, because milkis too runny, so I believe they
used yogurt or sour cream.
Speaker 2 (19:29):
I think I saw that I was going to say.
I couldn't remember what itactually was, but I knew it
wasn't milk?
Speaker 1 (19:33):
No way, it would actually no it wasn't milk, it
would just like fall off.
Um, yeah, it was like yogurt orsour cream, but the idea there
of that kind of iconic milkmustache and the you know
celebrities are drinking milk.
You're having milk at these keymoments of your life Um, it
really did help.
I keep scratching my nose I'mlike um, but yeah, like
(19:56):
increased recognition and, likeyou said, the campaign went um,
went national because it wasjust so popular.
I don't think many people evenknow it started just in
california yeah, I, I don't eventhink.
Speaker 2 (20:07):
I honestly didn't know that until I started doing
research for this episode.
Do you have any vivid memoriesof seeing this during the early
days of it?
Speaker 1 (20:18):
I remember that it was one of the simplest
campaigns because there wasalmost no copy and it was just
Got Milk.
There was a little bit of copyon them.
I think I don't have anyspecifically that stick out with
me that I can think of rightnow.
I could probably Google it andsee.
Speaker 2 (20:35):
Yeah, because honestly, like I don't know,
it's just like almost ingrainedin like American culture a
little bit, Because, like yousaid, it's been like parodied
like so many times.
Just like honestly it's justeverywhere.
It's still like relevant todaytoo yeah, and there's.
Speaker 1 (20:54):
I mean I'm looking at like, just if you just google
it and go to images, so manycelebrities like the cast of
friends did it um I wonder whatthe first actual got milk uh ad
was um, there's uh, I think Iknow which one it is uh, it was
(21:15):
titled.
Speaker 2 (21:16):
Aaron burn started sean whalen as a historian who
can't answer a trivia questionbecause he's full of peanut
butter, what?
And then, uh, it was directedby michael bay, apparently too,
so that's interesting so that'sthe first tv ad.
Speaker 1 (21:30):
There were print ads before that.
I think there was one that wasjust a splash of milk that said
got milk, but I think the onethat came with that.
There's a print ad that's abite out of a peanut butter and
jelly sandwich yeah, I'm lookingat that one too got milk.
And that one is yeah, that isthe original.
It was formed around peanutbutter and like how he was stuck
(21:50):
without milk and lost.
Um, yep, there it is.
I found it.
1993 debut commercial forgotmilk.
Um, so funny, that's great.
All right, so that's number two.
All right, so number three is alittle different.
Right, you want to just pop usinto number three?
Speaker 2 (22:10):
right.
So number three is actuallyDollar Shave Club, so this is
less about a company facing adecline and more about changing
a company's trajectorycompletely.
So in 2012, they released aviral video.
I'm sure some of our viewershave seen it I watched it before
this episode but basically,with just a $4,500 marketing
(22:33):
budget, the co-founder, michaelDublin, created a humorous,
basically to-the-point video,basically saying that we, as
consumers, should be tired ofoverpriced razors and presenting
his entire business plan in avideo.
And, yeah, it got a lot ofviews and actually like, really
(22:54):
like, vaulted them in like awhole other stratosphere of
success yeah, it's um, and it'sa minute and a half long.
Speaker 1 (23:02):
Like it's not a normal like 60 second or 30
second or today, like everybodybe, like you can't put out a
minute and a half video,nobody's going to watch that.
It has to be 15 seconds or less.
Um, but yeah, and he deliveredit.
So, like, straight faced with,like you know, you're being
ripped off, like you just needto change this.
Um, yeah, and I think that thisone it hit a nerve right,
(23:26):
because if you before, like adollar shave club, or now
there's harry's and there'sother ones, um, gillette and
Schick dominated the market andyou could get the razor for
super cheap, but the blades wereridiculous, like, even at
Costco you'd pay, like it waslike $25 for 10 blades or some
stupid thing.
Speaker 2 (23:42):
Like it was insane.
Speaker 1 (23:51):
If I remember right, they actually bought a razor
factory, razor blade factory ingermany, which is part of how
they got out of the by the, the,the chain of the, um, uh, the
supply chain basically createdtheir own supply chain because
so razors were like that,glasses frames are like that.
There were only two companiesin the world that made glasses
frames and so, unless you weremaking your own, you were sol,
(24:13):
and that's why like stuff, likepursels and things were more
expensive because they madetheir own.
Um, but yeah, they just putthis video out there and it
resonated.
Speaker 2 (24:24):
No tv ads, no other ads, just a video online it was
really like kind of a perfectstorm too, because it was just
around the time that YouTube wasstarting to gain traction with
like, like viral videos and notbecoming more of a consumed
content.
It was also just around thetime that, uh, subscription
(24:44):
services were starting to becomea thing.
So, like, basically putting allthat together, they really,
like, were kind of ahead oftheir time with what they were
trying to do with it, and now,like, dollar shape club is huge.
Speaker 1 (25:00):
Yeah, I mean they're in target.
Um, you don't have to subscribecause it was a subscription and
that's how you had to do it.
I actually, I actually didsubscribe and I've still got a
razor from there and I have somany razor blades because their
whole thing was like the otherthing was you should change your
razor blade once a week for areally good shave, and so you
would get like either four orfive razor blades a month, but
(25:21):
I'd never changed.
I mean I have really fine, likeI don't have a lot anyway to
shave, but I didn't change mineas often, so I've got a stack of
those razor blades.
So I finally just stopped andwas like I'm good, I'm good, but
yeah, I mean getting to 48% ofthe online razor market, like
almost 50% by 2015,.
It's insane.
(25:44):
And what's really interesting isthey got caught in the battle
of the.
Not caught, they benefited fromthe battle of the big holding
companies, right?
So Procter gamble owns gillette.
Um, schick is owned by asmaller company.
Um, edgewell personal care thatowns playtex, banana boat and
some other stuff.
Um, but really it was png andunilever had been fighting with
(26:05):
each other forever and liketrying to.
They have brands that directlycompete and unilever really
needed a good razor brand, sothey bought Dollar Shave Club
for a billion dollars in 2016.
Speaker 2 (26:18):
They went from a $4,500 marketing budget to being
acquired for $1 billion.
That's insane.
Speaker 1 (26:26):
Well, and that's also part of how you get
distribution right, becauseUnilever was in Target and
Walmart and everywhere, and sothey can get a new product in
there, because they haveleverage with everything else
they've got in there.
Yeah, it's just, I love thisone.
But the problem with this,though, is everybody's like how
can I make a $4,500 viral video?
Speaker 2 (26:43):
that like how can I go viral?
Oh my gosh, yeah, how can thatturn?
Speaker 1 (26:46):
me into a billion dollar company.
There's a great book on it andthere's a lot of things that
have to come together forsomething to go viral, but I
think this one because it hit anerve and it was.
It was pretty sincere.
It was also irreverent I mean,he swears in it and it just
resonated with people because itfelt like somebody was actually
(27:08):
speaking up for the man who'dbeen ripped off by razor blade
companies for his whole life hereally spoke.
Speaker 2 (27:15):
They really spoke well to the target audience and
really did a good job ofdescribing the problem and
giving the solution.
Speaker 1 (27:21):
Yeah, like and it was fun and interesting to watch.
It's it kind of reminds me ofthe old spice, when old spice
came back with their uh, oldspice commercials oh yeah, it's
just like so out there that itjust catches your attention,
then you know exactly whatthey're trying to sell you part
of that's like what do you haveto lose?
So old spice had been drowninglike they were.
They were your, not even yourdad's like deodorant and
(27:44):
aftershave.
Speaker 2 (27:45):
They were your grandpa's or your great
grandpa's I mean just the nameitself sounds like old.
Speaker 1 (27:51):
Old Spice, it's in the name, and so you just have
to pull something out of yourhat to try something new.
And same thing with DollarShave Club.
They just were an unknown, sospend five grand, see what
happens.
And it might work out, it mightnot.
And then everybody else is likewe can do that too.
(28:12):
And it's like no, not really,um, cause you try too hard,
right?
I think that one was basicallymore of a.
You know like, all right, well,we have this idea, let's just
tell it like it is, but be alittle bit funny and a little
bit irreverent and see whathappens.
Speaker 2 (28:27):
That's a good bonus one to throw in there too,
because it's like another greatexample of how you can turn it
around.
Speaker 1 (28:34):
I know, but we're like at time, I don't want to go
over, like it'd be really badif you were one of the hosts and
we went way over.
Yeah, that would.
Caitlin would never let youlive that down.
That's true, all right, so yeah.
So we've got the accidentalproduct placement that becomes
purposeful product placement.
(28:54):
We've got the nonprofit with avery clever, easy to understand
concept, and then we've got thestartup with nothing to lose,
who just goes for it and goesviral.
All really good examples.
I think the other thing that itshows you, like the Ray-Ban one
and even the Old Spice one, itis never too late to try to
(29:14):
reinvent or resurrect your brand.
If you've got sliding sales,one of two things will happen
Either you'll turn it around oryou'll go out of business.
Those are the two options.
So take a risk, turn it around.
Speaker 2 (29:27):
Yeah, sometimes it's okay not to do what everybody
else is doing.
It's okay to think outside ofthe box and try something new.
Speaker 1 (29:34):
Yeah, most of the time I would say it's better to
not do what everybody else isdoing.
I mean, the only time it is isif you're going to do it way
better than they are.
Speaker 2 (29:41):
right Like build a better mousetrap, otherwise the
mousetrap I have is going towork just fine.
All right, yeah, and thanks forlistening.
As always, you can find ouragency at antidotes, underscore
71.
If you have a question, you'dlike to send our way head to
ctapodcastlive to shoot us anemail.
I'll definitely be the onereading it and getting it ready
(30:03):
for the episode.
The best thing you can do isleave us a voice message on our
hotline at 402-718-9971.
Your question will definitelymake it on the episode podcast
because we'd love to hear fromyou and, honestly, it'd be a lot
of fun.
So I think you should do it.
Speaker 1 (30:21):
Yeah, and Zach won't call you back unless you ask him
to call you back.
Like um, he's not going to likehound you or anything.
We're all introverts hereexcept Caitlin.
Speaker 2 (30:35):
Caitlin might call you back, but zach will keep
your phone number.
Yeah, I'll make sure that ifyou don't want to be called back
by caitlin, I'll be the one touh, make sure that doesn't, and
all of those do get assigned tozach when they come in.
Speaker 1 (30:45):
So, um, all good there.
Um, so, uh, we do have anotherepisode coming up.
This one was my choice.
Um, I love talking about old adcampaigns and zach knows, knows
that.
So we got that pulled together,which is great.
My next, my choice, might beproduct placement.
We can do that maybe in sixmonths or something, but next
week I think next week is goingto be Caitlin's choice, so she
chose the cocktail with herin-home bartender husband, but
(31:07):
the topic of that one is reallyrelevant.
Email marketing in the AI erasmarter, not spammy.
So you know, this was more of afun journey, but you kind of
like you can also like learnfrom this and just understand,
like, maybe inspire you to dosomething new.
Hers is going to be superactionable, like how to use AI
to be much smarter with youremail marketing and to avoid
(31:29):
being spammy, which is reallycool.
Speaker 2 (31:38):
We've been playing a lot with AI and I'm anxious to
see what we have to say for thatone, so tune in next week.
There's a lot of cool stuff youcan do.
Yeah, tune in.
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