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BUSINESS Tuesday 4 augusT 2020
As U.S. milk sales rise amid pandemic, "Got milk?" ads return

By DEE-ANN DURBIN "Consumers are still looking
AP Business Writer for the trusted favorites,"
The dairy industry has a fa- McDonald's President and
miliar question for you: "Got CEO Chris Kempczkinsi said.
milk?" The "Got milk?" campaign
Six years after the popular will likely run through the
tagline was retired, "Got end of this year. Rani
milk?" ads are back. A dairy wouldn't say how much
industry-funded group is re- MilkPEP is spending.
viving the campaign, hop- Rani said the organization
ing to prolong the boost debated a lot of taglines for
milk has gotten during the the campaign but found
pandemic. "Got milk?" resonated the
U.S. milk sales have been most. Even teens too young
in freefall for decades as to have seen the original
choices grew and consum- ads knew the line, she said.
ers turned to soda, juices "Sometimes the answer
and plant-based alterna- you're looking for is right un-
tives like soy milk. Dean der your nose," she said.q
Foods, the nation's big-
gest milk producer, filed for
bankruptcy protection in
November. Borden Dairy,
another major producer, Cows on pasture at the University of Vermont dairy farm eat hay in a Thursday, July 23, 2020 file
followed with its own bank- photo, in Burlington, Vt.
ruptcy in January. Associated Press
But then came the corona-
virus pandemic, and milk like opening a gallon with Milk sales saw their biggest what consumers are look-
sales saw a sharp rise. Kids their toes or jumping into a year-over-year jump of ing for during a pandemic:
who were no longer having kiddie pool filled with milk 21% in March, when buy- comfort, nutrition, stability
meals at school were drink- and cereal. In one TikTok ers were stocking up their and versatility. Social me-
ing milk at home. Adults spot, Olympic gold med- pantries. But they remained dia research showed a 40%
— no longer commuting — alist Katie Ledecky swims elevated even after panic increase in positive men-
had time for a leisurely bowl the length of a pool with a buying subsided. In June tions about milk this year,
of cereal. Many people glass of chocolate milk bal- U.S. milk sales were up 2%. she said.
were buying milk to bake anced on her head. Sales of milk alternatives "It's been a really excep-
and cook at home. There will also be tie-ins with have also risen. U.S. sales tional year," she said. "We're
Unlike the original "Got other brands like Hershey, of oat milk were up 270% very focused on, 'How do
milk?" campaign, which which will offer in-grocery to $132 million in the 29- we sustain that demand?'"
debuted in 1994 and was coupons when shoppers week period, Nielsen said. Other brands have also
known for its glossy photos buy milk with chocolate Almond milk, coconut noted that consumers are
of celebrities sporting milk syrup. milk and rice milk also saw looking for comfort foods.
mustaches, the new cam- From January through July gains. Yin Woon Rani, CEO McDonald's said last week
paign reflects the age of 18, U.S. milk retail sales were of MilkPEP — short for the that it will focus on familiar
social media. Television up 8.3% to $6.4 billion, ac- Milk Processor Education menu items — not newer in-
ads feature videos culled cording to Nielsen. During Program, which is fund- novations — when it ramps
from the Internet of people the same period last year, ing the campaign — said up marketing in the second
doing funny things with milk, milk sales were down 2.3%. cow's milk ticks the boxes of half of this year.

Clorox becomes 'it' brand in world sheltered in place

By MICHELLE CHAPMAN June 30. That's up from
Sales at Clorox jumped $1.62 billion a year earlier.
22% in its most recent quar- Analysts surveyed by Zacks
ter with millions of people Investment Research ex-
growing more vigilant pected $1.86 billion.
about cleaning routines in Clorox Co., based in Oak-
the pandemic. The com- land, California, posted
pany also announced a profit of $310 million, or
Monday that Linda Rendle $2.41 per share. That's bet-
will become its CEO in Sep- ter than the $2 per share
tember. Wall Street predicted.
There was a 33% jump in For the fiscal year, Clorox
sales withing the company anticipates sales growth
division that sells cleaning ranging from flat to low
products. single digits, reflecting sus-
People have loaded pan- tained demand through A detail of a label on a bottle of Clorox bleach is displayed in
a supermarket, in Walpole, Mass. in a In this Aug. 1, 2011 file
tries with disinfectant wipes the first half of the year, photo.
and sprays, pushing overall and a deceleration in the Associated Press
sales up to $1.98 billion for back half, which would
the three months ended have a tough comparison to the initial months of the outbreak. q