[Urgent] Marketing Issue

Mark, I still have a problem with the direction of this ad. It won't pass the focus groups with flying colors – if at all. What do we hope to achieve by advertising "milk?" I know you've seen the latest reports – even if we jack up nutrient content and tweak the consistency, we'll still lose to Biotechnica's alternatives. Our paste products already test worse with younger consumers. Besides, it's not even clear who the target audience is for this. You ARE aware most of our target sales are in urban markets, right? Unless you're playing off a sense of misplaced nostalgia or some reference I just don't get.

We need to seriously consider reassigning the marketing budget from "milk" to something else. Do you have anything in mind from R&D that's already been tested?

L.