There were many factors contributing to the declines, including:
The proliferation of carbonated soft drinks – at much lower price points – and always close by.
Boring Old Fashioned, and/or unappetizing milk cartons.
Unprecedented changes in the daily life and structure of the average American family:
More dual-income/working couples;
Hectic, “on the go” daily routines;
Fewer traditional family meals;
The rapidly changing U.S. ethnic population; many Asian and Hispanic families have no “built-in” tradition of drinking milk.
Milk sales were promoted by two separated organizations, with two separate big budget ad campaigns.
But the campaigns focused on the same, homogeneous, very traditional targets, using very traditional selection criteria.
The “got milk?” campaign