The good, the bad and the ugly -- a critical look at brand communications today.
Sunday, June 25, 2006
Tag line of the month (June 2006): CRAVENDALE®
CRAVENDALE® is a dairy company in the UK. Launched in 1998, it went to market with a unique (and hilarious) tag line:
Milk so good, the cows want it back
Their Web site is truly entertaining. It's a comical call to action, imploring milk drinkers to join a grassroots movement of milk-loving activists - passionate believers in the taste of CRAVENDALE®. Their mission: to protect the supply and availability of CRAVENDALE® milk by “monitoring the activities of rogue herds of dairy cows.”
On their Web site, you can view the latest CRAVENDALE® TV spot. I don’t want to give it away, so I’ll just say it’s funny...and memorable.
By the way, if you have a favorite tag line, please send it my way. I’ll feature it in July.
I’ve sustained a freelance copywriting career for more than 20 years. I've written advertising and annual reports for some of the world's leading corporations, including The Coca-Cola Company, Polo Ralph Lauren, Newell Rubbermaid, Emirates Airlines, Neenah Paper, Universal Electronics, CDC, Equifax, and Progress Energy. I’ve picked up plenty of wisdom along the way. And I’m happy to share it with you. For free.