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China: Culture & Communications Report

Journeying over 6,000 miles away to a land I used to only dream of visiting when reading

books or watching TV, I had the amazing opportunity to study abroad in China for two weeks in

May with 19 other students through the International Business

Immersion Program with the University of Illinois. Along with

visiting other famous tourist attractions such as the Great Wall, Wuhan

the water town (a Chinese version of Venice), and a harbor tour on the

Star Ferry in Hong Kong, I also conducted research on the dairy

industry in China as well. Ever since the beginning of this calendar

year, I have been analyzing this enterprise in both China and the United

States along with three of my classmates. With the 2008 Sanlu milk crisis causing six infants to

die from kidney stones and sickening another 300,000 (Datamonitor A), it was my group’s goal

to develop safety plans for Chinese milk production as our class project.

On September 17, 2008, Sanlu Group (previously one of China’s oldest and most popular

brands of infant formula) admitted a shocking truth to the public: its products had been laced

with melamine, a toxic chemical used to make plastics that causes kidney damage upon

consumption. And even though Sanlu went bankrupt in December of 2008, the scandal has still

continued. A year later in December 2009, the Jinqiao Dairy Company received charges for

selling milk powder contaminated with melamine, and in January 2010, the Shanghai Panda

Dairy Company was shut down for producing milk that had “unacceptably high levels” of

melamine for a product consumed by middle-aged to elderly consumers (Datamonitor A).

With the recent Sanlu milk crisis and subsequent issues challenging the safety of dairy

products, I have chosen to introduce Silk, a soymilk brand extension of Dean Foods’ (an

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American dairy company that is currently the 5th

top dairy manufacturer in North America), into

China (Datamonitor B). However, before integrating a new product into any country, it is

essential to examine the nation’s demographics, psychographic profile, Hofstede’s five cultural

dimensions, and the media landscape to determine whether or not you should introduce your

product at all, and if so, how to best emotionally connect with your new target market.

Cultural Context

As one of the world’s leading civilizations for centuries, China has a long and

rich tradition of history. In fact, China was the first country to invent silk, paper, and

kites (Columbia University), and their culture continues to be just as distinct and alive

to this day. However, China did face some obstacles after World War II under the

oppressive autocratic rule of Mao Zedong, who led the nation under strict communism

and cost the lives of millions. Fortunately, this difficult time only lasted for a few

decades, as Deng Xiaoping and his followers took over in 1978 and focused on implementing a

more market-oriented economy. By 2000, the standards of living had improved for much of the

population, and while global outreach and personal choice has expanded considerably, the

government still currently retains strict political controls (CIA). Most likely due to the fact that

the government in China is communist, there are few statistics on their national religion.

However, the CIA Factbook states the people are “officially atheist,” and Daoism, Buddhism,

Christianity (three to four percent), and Muslim (one to two percent) are also listed (CIA).

With the transition under Xiaoping, it appears as if China may soon steal the show from

the United States for being recognized as the center of world trade today. In fact, Fortune

magazine’s 2008 list of the Global Fortune 500 listed the fewest United States businesses in a

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decade, and China claimed an exceptional total of twenty-nine companies – containing as many

brands as Italy, Spain, and Australia combined (Frith & Mueller, xiii).

In terms of communication styles, China is a high-context culture like most other nations

in Asia, whereas many Western cultures are low-context cultures. In high-context cultures, most

information is internalized in the person; very little is made explicit. Often, this type of

communication is economical, fast, and efficient. Because symbols play such an important role

in high-context cultures, outsiders may be easily confused (DeMooij, 71).

National Demographics

Controlling the world’s most-populated country with 1.3 billion people would not be an

easy task. Located in Eastern Asia, China is the world’s 4th

largest nation on a geographical

scale, slightly smaller than the United States. Because its vast area, it has an extremely diverse

climate and terrain. China’s climate ranges from tropical in the south to subarctic in the north,

and it has a variety of terrain as well. Overall, China mostly consists of mountains, with deserts

in the west, hills in the east, and high plateaus and deltas scattered throughout as well (CIA).

Delving deeper into the extensive 9.5 million square kilometers of China are the very

individuals themselves (CIA). With such an immense population, the communist leader Deng

Xiaoping established the one-child policy to limit growth in China soon after he became the

chief executive in 1979. Although the enforcement was meant to

be temporary, it still continues to exist today, and has been

estimated to cut down the nation’s population by 300,000 over the

first twenty years. However, this rule has been relaxed for rural

civilians and minorities, as well as for urban couples who are both single children themselves.

But sadly, because the Chinese often place such high importance on male figures, abortion,

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neglect, abandonment, and even infanticide has occurred to female babies. Statistics have

revealed a disparate ratio of 114 boys for every 100 girls, and the typical rate is 105 males for

every 100 females (About.com).

While the one-child policy in China mostly applies to the forty-three percent who are

urban, and the other fifty-seven percent are rural, there is still an annual 2.7 percent urbanization

rate each year. As for the citizens in farming communities, the dominant agricultural products

are rice, wheat, potatoes, corn, and peanuts. Also known as cha, tea is the main competition of

the dairy industry, as it is considered China’s national drink and most popular beverage (Chinese

Food DIY). In addition to its domestic crops, China’s main industries are iron and steel, textiles,

and electronics (CIA). Although it is critical for Dean Foods to understand the demographics of

China, it is also crucial to examine Hofstede’s five cultural dimensions: power distance,

individualism / collectivism, masculinity, uncertainty avoidance, and long-term orientation.

Large / Small Power Distance

Power distance is defined as, “the extent to which less powerful members of a society

accept and expect that power is distributed unequally,” (DeMooij, 75). Out of the sixty-seven

nations ranked worldwide by Cross-Cultural Communications (192 countries exist today

according to the United Nations), China places 7th

highest,

meaning it is a large power distance culture, and everyone has his

/ her distinct role in the social hierarchy. As a result of these

beliefs, one’s social status must be clear so others can show proper

respect, and the elderly are considered extremely important.

There is also a strong dependency in relationships between parents

and children, bosses and subordinates, and professors and

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students. In large power distance cultures, it has been discovered that parents play with their

children less because adults and kids live in different worlds. Additionally, the Chinese prefer

phones with glitter or perfume – anything that will give them a higher status (DeMooij, 76).

Individualism / Collectivism

The second cultural dimension on Hofstede’s scale is individualism / collectivism. While

Americans scored highest on the individualistic scale overall, China ranked on the opposite end,

signifying it is a very collectivist country (Cross-Cultural). In individualistic nations, people are

often stereotyped as looking after themselves and their immediate family only. As for

collectivistic cultures, people belong to in-groups look after one other in exchange for loyalty,

and living alone is highly unusual. In fact, between seventy to eighty percent of the world’s

population is collectivistic. Because of the importance placed on in-groups, collectivistic

cultures such as China are “shame’ societies, so when one has failed to do what is right, it does

not reflect on oneself like in America, but rather onto the entire group (DeMooij, 77).

When considering sales in China and other collectivistic cultures, it is valuable to realize

that it is necessary for consumers to first build a relationship and trust with a brand before they

can become loyal customers. Therefore, corporate brands are favored

over product brands, and shoppers are more interested in concrete

product features than abstract terms. Christina Martinez, Regional

Account Director for Eastman Kodak at J. Walter Thompson in Miami

made this startling statement, “We’re finding that teenagers are teenagers

everywhere, and they tend to emulate U.S. teenagers.” She noted that the Japanese, Chinese, and

other Asians feel so unique that they cannot and will not imagine Westerners will ever be able to

adopt their values and behaviors (DeMooij, 79).

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Masculinity / Feminity

As for masculinity, the third cultural dimension, China placed tenth (Cross-Cultural).

Masculinity is defined in terms of achievement and success, and feminine societies are noted for

their ability to care for others as well as the quality of life itself. Children learn at an early age to

admire the strong in masculine societies, and because performance and achievement are so

significant, consumers soon learn to value status brands to show one’s importance (DeMooij,

80). Because masculine societies are correlated with winning, success, and status, these same

characteristics are used in advertising appeals (DeMooij, 82). Due to these high levels of

competition, a report released in 2005 discovered that Chinese high school

students study longer than their peers in Japan, the United States, and

Republic of Korea. Nearly 56.7 percent of Chinese students said they study

at least two hours each day at home in comparison 24.7 percent of

Americans, 20.5 percent Japanese, and 15.4 percent of Koreans (China Daily).

High / Low Uncertainty Avoidance

Described as, “the extent to which people feel threatened by uncertainty and ambiguity in

attempt to avoid situations,” uncertainty avoidance claims Hofstede’s fourth cultural dimension,

and China is actually 9th

lowest overall (Cross-Cultural). This means they have weak uncertainty

avoidance, and members of these cultures tend not to show their emotions as much, believe in

the value of common sense, and have less ritualistic behaviors. Conflict and competition are not

as threatening to low uncertainty avoidance nations either (DeMooij, 82).

Despite their close distance, China and Japan are very different in terms of uncertainty

avoidance. For example, because the Japanese have high uncertainty avoidance, they are very

concerned with how nicely they are dressed, often judging others based upon their appearance.

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However, the Chinese have low uncertainty avoidance and do not share these same anxieties.

Additionally, while performing proper rituals according to one’s social status is important in

Japan, the Chinese focus on achieving face (meeting expectations) correlating with one’s

economic capability (DeMooij, 84). And although the Chinese do

have weak uncertainty avoidance and have proved to be exceptionally

innovative, their power holders have not stimulated innovativeness in

the past. This situation may be due to the fact that in China, the

incentive for inventing for hundreds of years was to give service to the

emperor, not for personal glory (DeMooij, 122).

Long-Term Orientation

The last of Hofstede’s five cultural dimensions is long-term orientation. This cultural

dimension is described as, “the extent to which a society exhibits a pragmatic, future-oriented

perspective rather than a conventional, historic, or short-term point of view.” Compared to the

other nations, China by far outranks the other sixty-six, placing first overall (Cross-Cultural).

Michael Bond developed the Chinese Value Survey because no original dimension explained the

economic success of Asian countries due to the Western bias of researchers, which accounts for

China’s high score (DeMooij, 85). In fact, Hofstede’s fifth cultural dimension is based on

Confucian philosophy itself, which originated in China around 500 B.C. (Religion Facts).

In nations that do have long-term orientations, an emphasis is placed on ordering

relationships by status, perseverance, thrift, and having a sense of shame.

On the other hand, cultures with short-term orientations focus on

personal stability, have strong respect for tradition, and believe in the

reciprocation of greetings, favors, and gifts. Because China does have a

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very long-term future horizon, citizens tend to look to the past for inspiration (DeMooij, 85).

And while the Chinese tend to combine both the past and future into one holistic view of life,

including reverence for their forefathers and long-term responsibility for future generations, they

have no respect for cultural history (DeMooij, 72). Likewise, causes and effects do not follow

one another in China. Instead, the two often happen simultaneously, as one event can be

explained by another unrelated event that is happening at the same time (DeMooij, 74).

Cultural Onion

In addition to configuring the five cultural dimensions, Hofstede also distinguished four

manifestations of culture as well: symbols, heroes, rituals, and values. The connotation “onion”

indicates that symbols are the outer and most superficial layers of culture, while values are at the

core and represent the deepest manifestation of a particular lifestyle (DeMooij, 52).

Words of a language, dress, hairstyles, flags, status symbols, and brands are all types of

symbols, and the reason these are on the outside layer is because new associations are easily

developed and old ones can quickly disappear (DeMooij, 52). The Chinese alphabet itself is

very unique compared to other cultures today. As the official language of the government,

media, and education system, Mandarin consists of more than 80,000 characters, but only 3,500

of them are used on a regular basis – which is still 134 times larger than our own English

alphabet of 26 characters (Omniglot)!

Meanwhile, heroes are people – alive or dead, real or imaginary –

who possess characteristics highly prized in a society who serve as role

models for behavior (DeMooij, 52). Although he currently plays for the

Houston Rockets, the Chinese basketball star Yao Ming was born in

Beijing and represented his country at the 2002 FIBA World

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Championship in Indianapolis. Measuring in at an impressive 7’6”, Ming is not only a household

name because of his talent, but also because of his generosity. Despite being China’s richest

celebrity for six straight years, Ming raised over US$300,000 to prevent SARS in his homeland

in 2003 (Advameg).

Sporting events, forms of greeting, and religious ceremonies

are all part of rituals, which is Hofstede’s third manifestation,

which is a socially essential element of a culture (DeMooij, 52).

The oldest and most important ritual in China is the Chinese New Year, which is hundreds of

years old. Also known as the Lunar New Year or Spring Festival, the celebration lasts for fifteen

days, and is a time for the entire nation to feel united with one another. In addition to

commemorating the New Year with feasts, parades, and gifts, the families also extensively clean

their homes to sweep away any ill-fortune and bring in good luck (Scotland Online).

Because symbols, heroes, and rituals are all visible to an observant outsider such as an

American tourist visiting China, they are included in the term, “expressions of culture”

(DeMooij, 53). In comparison, a value is not anything an outsider can detect. According to

Rokeach, a value is, “an enduring belief that one mode of conduct or end-state of existence is

preferable to an opposing mode of conduct or end-state of existence,” (DeMooij, 45). Since

values are taught in an absolute manner at an early age, they serve as standards that guide

individual choices, beliefs, attitudes, and actions (DeMooij, 46).

As noted earlier in my report, the main reason China is a collectivistic culture with long-

term orientation values is derived from the origins of Confucianism (Religion Facts). The term,

“Confucianism” comes from the ancient Chinese philosopher Confucius himself, who was born

in 551 B.C. Better known as, “Master Kong,” Confucius based his theory on three essential

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elements: filial piety, humaneness, and ritual. Filial piety, or respect for

one’s parents, is the most fundamental value, which explains why the

Chinese are a large power distance culture. Because it is the root of all

values, filial piety is needed for the ultimate goal – humaneness, which

is the care and concern for other humans and creatures. The value of

humaneness illustrates why nature and the environment are regarded so

highly in China. Rituals are the final element, and they regard the proper way of performing

ceremonies in the deepest sense. Birth, capping (a coming of age ceremony for boys), marriage,

and death are the most important of Chinese rituals (Richey).

Media Landscape

Consisting of all advertising, broadcasting and cable TV, publishing, and entertainment,

the media industry in China was worth a total of US$44.5 billion in 2010. Of all the marketing

outlets, the publishing industry (including newspapers and magazines) is the greatest, accounting

for 42.6 percent of the overall media market. Meanwhile, broadcast and cable TV comprises of

36.4 percent, advertising composes another 18 percent, and entertainment ranks last with only 3

percent of the landscape revenue (Datamonitor C).

As the second largest communications sector in China, utilizing broadcast media is a

popular way to obtain the latest news, yet it is crucial to understand every show is strictly

monitored by the Communist Party of China. Although there are more than 2,000 television and

radio channels, there are no privately-owned stations, and all foreign programs must be approved

prior to broadcast (CIA). However, this tight reign does not stop here, as all publishing,

entertainment, and computer media are regulated by the government as well (Datamonitor C).

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Despite the oppressive rule of the Communist Party, young

adults ages 15 – 25 are becoming increasingly dependent on media

consumption in their daily lives (Edmondson). According to a

research report released in 2005 on Media Culture Influences on Adolescents, nearly half (40.9

percent) of Chinese teenagers use the Internet on a daily basis and 33 percent watch TV every

day. On the other hand, more than half (50.6 percent) of young adults rarely turn on the radio

now. However, this does not mean Chinese teenagers do not like listening to music – they just

prefer listening to music videos on the Internet instead. Because students are so competitive to

get the highest grades, they like to listen to music while they study and work, as the tunes allow

them to release psychological and study pressures (Edmondson).

Advertising Style, Values, & Content

Even though China has five times the amount of people as the United States (CIA),

Americans still spend much more money on advertising than the Chinese do. In 2007,

advertising expenditures in America cost US$876.59 for every man, woman, and child – the

highest per capita spending for marketing in the world. Meanwhile, China spends only

US$14.00 per person, and even after making this number five times greater, the cost still falls at

only US$70.00 for each individual (F&M, 25). Even though China is a developing nation and

does not have as much money to spend on promotions as the United States does,

54 percent of Chinese consumers agreed that advertising is a good way to learn

about trends and what to buy. In fact, many messages aired in developing

nations aim to improve standards of living, such as increased savings, reduced

illiteracy, lower birth rates, and improved nutrition (F&M, 38).

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Because long-term orientation and care for the environment are very important values in

China, a strong element of Chinese advertising is harmony, which is symbolized by pictures of

man in unity with nature (DeMooij, 85). This popular appeal is part of an indirect approach that

enables consumers to build trust with a company. Bamboo trees, flowers, autumn leaves, or

butterflies are examples of natural visuals used to please the eye, and because of this soft sell,

Chinese consumers like ads to be vivid and straightforward (DeMooij, 173).

To restore confidence, dairy leader Mengniu sent 500 million New Year text messages to

assure customers of their milk safety. Meanwhile, China’s second largest producer, Yili, has

begun a nationwide campaign with the slogan, “Milk You Can Trust.” China’s dairy sales

actually rose 12.4% in the first quarter of 2009, showing signs that the industry making a

comeback, and marketing tactics are working (AFN). And even though celebrity endorsers of

the melamine tainted milk brands have been publicly criticized, the China Health Promotion

Foundation used Jet Li, an international film star and native of Beijing (The Official Jet Li

Website), to help restore consumer’s faith in the dairy industry (eChinacities).

Food / Drink Behaviors & Norms

Over the past five thousand years, China has had

enough time in its rich cultural history to revise, adapt, and

experiment its cuisine into perfection. To the Chinese, food

is life, health, and a symbol of good luck and posterity as

well. They even have a famous saying that admonishes,

“Heaven loves a man who eats well.” A well-prepared Chinese meal is expected to appeal to

more than just taste as well. A dish should also contain colors that are pleasing to the eye,

ingredients uniform in size, and have a fragrant aroma. There should also be contrasting tastes

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and textures within a meal as well, a balance of “yin and yang.” For example, if one course is

crisp, the other should be smooth, and if one is bland, the other spiced (Chinese Food DIY).

While much of North America and Europe use knives, forks, and spoons to enjoy their

meals, China is the original home of the chopsticks. Although they may look like simple sticks,

chopsticks can pick, nip, rip, and stir food. Today, these handy devices are often given as lucky

gifts for marriage and other ceremonies. Another very important day for the Chinese is the

celebration of one’s birthday, which I was lucky enough to have on my second day in Beijing.

Assuming I wouldn’t get any traditional cake and singing like I do at home, I was happily

surprised when Chinese chefs paraded out chanting “Happy Birthday” in Mandarin, carrying a

decadent yellow cake topped with creamy whipped frosting and fresh strawberries, peaches, and

kiwis! In fact, birthday cake is a Chinese tradition as well, and peaches signify longevity

(Chinese Food DIY).

Focusing on the Chinese lifestyle of drinks and beverages, milk is not nearly as popular

as it is in the United States. According to the 2005 report by the Ministry of Agriculture, a

startling fact was revealed. Because the Chinese consider milk as a breast-feeding supplement

for babies, they also consider drinking milk as an adult to be childish, ignoring its nutritional

value (Xinhua, 2007). This correlation is most likely due to the fact that China is a high power

distance culture (DeMooij, 76). Rather, a typical diet in China consists of a carbohydrate

accompanied by vegetables, meat, fish, rice, noodles, and dumplings (Chinese Food DIY).

While many of these courses are low in fat and high in vitamins, they do not contain the

nutritional value found in dairy products. When fluid milk is consumed, soymilk is often more

popular than cow milk (China Highlights). Dale Rutstein of the UN’s Children Fund noted that

producers of dairy companies in China often claim they put ingredients in their milk that make

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children smarter (F&M, 47). This statement is most likely made because the Chinese are a

masculine society, and success is so important to them (DeMooij, 82).

The Chinese Dairy Industry Today

Although consuming dairy products in China is not as common as it is in the United States,

the government is still trying to ensure all its citizens, especially children, are consuming at least

one 8 oz. glass of milk per day. (Datamonitor A). Since China is the most populated country in

the world, the potential for dairy consumers is enormous. Of this vast amount, 19.8 percent are

children 0 to 14, who need milk more than any other age group. In a 2005 study conducted by

the Ministry of Agriculture, China’s per capita milk consumption is only 47.74 pounds per year,

which is one-fifth of the world’s average. In rural areas, consumption is even lower.

While urban residents drank an average of 54.56 pounds on average, farming communities

only drank 4.4 pounds in 2005. The survey also revealed that while Chinese babies are as healthy

as American babies for the first year, they grow slower after this, especially during adolescence.

Sadly, the most likely reason Chinese adults rarely drink milk is because they place high

importance on power distance: most adults have the misconception that drinking milk is

“childish” and only for kids, ignoring its nutritional value (Xinhua). Of the milk consumed in

China, most is UHT (ultra-high temperature) since only 6.7 out of every 100 citizens owned a

refrigerator in 2005 (F&M, 31).

Conclusion: Dean Foods is the Solution

As one of the leading food and beverage companies in the

United States, Dean Foods has operated since 1925 through two

segments: Fresh Dairy Direct and WhiteWave-Morningstar. While

Fresh Dairy Direct markets and distributes an array of dairy

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products such as milk, ice cream, and creamers, WhiteWave-Morningstar consists of three

distinct aggregate operations: Alpro, Morningstar, and WhiteWave. The subsidiary Alpro is

engaged on an international level with soy-based food and beverages in Europe, and Morningstar

offers dairy products with an extended shelf life (e.g. ice cream mixes, whipped cream, and

yogurt). Meanwhile, WhiteWave manufactures nationally brand soy, dairy, and dairy-related

products, including the brand name Silk (Datamonitor B).

First launched in 1978, Silk was purchased by Dean Foods in 1996, and today it is

America’s #1 soymilk brand, claiming nearly three-fourths of soymilk sales in the United States

today. “If you don’t love the taste, we’ll give you your money back,” is the mantra for Silk

(WhiteWave Foods), and because money is often one of the most important factors for Chinese

consumers purchasing milk products (Datamonitor A), I believe this impressive motto would

strongly correlate with nearly all citizens in China.

With only two percent of its US$11.15 million in revenues coming from foreign markets

in 2008 (Datamonitor B), China is a perfect opportunity for Dean Foods and its subsidiary

WhiteWave for several reasons. With so few consumers owning refrigerators, it is important for

the Chinese to purchase milk that is durable at room temperature for many days. Also, because

consumers have been so discouraged by the continuing melamine outbreaks, it is instrumental for

Dean Foods to reassure consumers that their milk is safe and the

best on the market. However, since Dean’s is an American milk

company, it has very high food safety standards and the Chinese

must have a company they can trust, which is extremely important

to them in terms of their collectivistic culture.

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Dean Foods: Advertising Strategy in China

From toddlers to teenagers and middle-aged consumers to elderly grandmas, Datamonitor

has revealed that virtually no age group in China is

drinking enough milk each day. As a result, I felt it was

extremely important to create a campaign that resonates

with all age groups. Because the “Got Milk?” campaign

has been so successful in the United States, I decided to

take a similar approach – using depictions of the popular

actress Niki Chow and adored giant basketball star Yao Ming promoting Dean Foods’ Silk

soymilk by asking “Got Silk?” with their classic milk mustache. Because China has low

uncertainty avoidance, the milk mustache tactic would most likely be thought of as funny and

acceptable in their society. However, if I was integrating my “Got Silk?” campaign into Japan,

who has high uncertainty avoidance, I would be much less likely to use this slogan because they

judge people by their appearance, and might find the milk mustaches repulsive (DeMooij, 84).

The reason celebrity endorsements are so significant in China is due to their emphasis on

collectivism, and they prefer to associate brands in relation to real people who they view as role

models (DeMooij, 102). While celebrity endorsements in the Western world are typically

associated with a star’s affiliation (e.g. Tiger Woods for Nike), Asian celebrities often promote a

range of unique product categories. (DeMooij, 255).

Just as the “Got Milk?” campaign is popular and respected in the United States, the “Got

Silk?” movement will also establish reliability as it is promoted by trusted celebrities. One

strategy for using celebrity endorsements is to debunk the misconception that drinking milk is

“childish” for adults. I created the “Got Silk?” ads to resonate with Chinese consumers and show

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them that consuming soymilk is healthy for your mind and body. As for my advertisement with

Niki Chow, one of China’s most popular actresses, I made sure to select a photo of her that was

centered on nature. As I mentioned earlier, using flowers is pleasing to the eye and signals

consumers that over time, they can build trust with a company (DeMooij, 173).

In selecting my photo of Yao Ming, I chose one in which he was wearing China’s national

team jersey, as red is the color of happiness, prosperity, and good luck (About.com). This

signifies consumers will also find happiness, prosperity, and good luck when they drink Silk like

Yao Ming. Another reason I used Yao Ming is because of his height, showing that Silk

consumption leads to a tall, healthy body. According to 2008 study by Disabled World, the

average height of Chinese men and women is 5’6.7” and 5’2.5,” while American men and

women are 5’10.2” and 5’4.6,” which may be correlated with domestic milk consumption.

Another important aspect of the Silk soymilk campaign is to cater the milk flavor toward the

Chinese consumers’ tastes. According to Dr. Hutjens, an animal sciences professor at the

University of Illinois, there are 45 flavors of milk, including, mint, coffee, and even fruit

concoctions such as coconut (Hutjens, 2010). However, it is most important to advertising milk

as safe by associating it with trusted celebrities and a reliable American name. Once Silk has

developed strong connections with its consumers, the campaign has the potential to be

transformed into a 3-A-Day Dairy approach that ensures the Chinese are getting

their calcium, protein, and energy on a daily basis. Now that I have a deeper

understanding of China’s demographics, psychographic profile, cultural

dimensions, and communications landscape, I feel integrating Dean Foods’ Silk

soymilk into their culture will allow citizens of all ages to enjoy consuming

nutritional dairy products and enable them to live longer, healthier, and happier lives.

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Dean Foods: Using the Same Strategy in the United States

Although the “Got Milk?” campaign was originally created for Californian dairy farmers

in 1993, Goodby Silverstein, and Partners have created one of the most respected campaigns in

American history, and the ads are so successful that more being developed today. The first “Got

Milk?” ads featured people in various situations involving sticky foods such as peanut butter, in

which the individual was challenged with the unlucky obstacle of having no milk to enjoy their

treat with (Fastspot). By 1995, the “Got Milk?” slogan was licensed to the National Milk

Processor Board to use on celebrity print ads, which has been endorsed by nearly 300 athletes,

musicians, and even fictional characters such as Cookie Monster, and the list is still growing.

According to a USA Today poll from 2002, this campaign was voted one of the top ten

best commercials of all time, and it has over 90 percent awareness among Americans today

(Fastspot). Although the United States ranks highest on the individualistic

scale (Cross-Cultural), celebrity endorsements rose 150 percent during the

2010 Grammy Awards (Reuters). If the “Got Milk?” campaign transitioned

to “Got Silk?” instead, I strongly believe Silk soymilk sales would dramatically increase in the

United States. Additionally, because Americans prefer advertising that is direct, explicit, and

funny, Dean Foods’ approach would continue hitting these styles as well (DeMooij, 172).

Although I feel that the soymilk mustache campaign would be very popular in the United

States for many years as well, I don’t think it would be very successful with Amish Americans.

First, the Amish are adverse to technology because they believe it weakens the family structure,

so they would most likely have trouble understanding who the famous musicians, movie stars,

and action heroes are. Secondly, growing food is part of Amish life, and it is unlikely they

would purchase Silk from a store unless they had health concerns. (About.com).

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19

Works Cited

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