NEWMILKS, LTD.

Same obsession in the post-war United States (JWT Soft-Weve)
Spacetime representations/practices
1. Shanghai in a global-local organization of production
  1. Shanghai is not a dairy production country, then only a recent market for milk consumption
    1. over populated, no place for pasturages
    2. unsuitable climate conditions
      1. affecting the bacteriology of reconstructed milk Source: SMA (SMC), U1-4-1793 (1656)
  2. Milk sold in Shanghai is brought/imported from New Zealand (country known to be specialized in milk production)
2. A new distributing/delivery system making fresh milk available to anyone, anywhere at any time in Shanghai on a simple phone call
3. Newmilks' global-local "network"?
  1. Regional (East-Asian) networks for the production of reconstructed milk, centered around New Zealand. Source: SMA (SMC), U1-4-1793 (1653)
  2. Circulation of brands: testing Strawberry Flavoured milk in Shanghai (launched in Honolulu)
Sensorial Regimes
1. Visual sense
  1. Drinking rich milk to prevent eye diseases (Ophtalmia)
  2. Colors
    1. "The deep/rich golden colour of the milk" = a proof of the quality of the cream and the breed of the cow, of the greenness and quality of the pastures. Source: SMA (SMC), U1-4-1793 (1635).
    2. "White or "blue" milk is essentially deficient in the primary vitamin (A)" = a proof of food value of the milk. Source: SMA (SMC), U1-4-1793 (1641)
    3. Artificial colours of Strawberry flavoured milk
  3. Restricted sunlight in modern urban conditions
    1. Causes Vitamin D deficiency which primarily affects children Source: SMA (SMC), U1-4-1793 (1643)
    2. Feeds the fad for UV, health-ray therapy and special glass windows or electric lamps (domestic/interior compensations)
    3. Feeds the attraction for outdoor activities/leisure, especially the beach (less in Shanghai than in the US?)
2. Taste
  1. Milk should be palatable
  2. Flavoured milks (Chocomilk, strawberry)
3. Touch
  1. Said to be "untouched by (human) hands" (for hygienic reasons) Source: SMA (SMC), U1-4-1793 (1633)
  2. Suggested in descriptions of milk consistency - especially the curd tension in milk. Source: SMA (SMC), U1-4-1793 (1645). The large curds of which this is composed are so tough that they ca be cut with a knife, while under similar conditions the curds produced by human milk are small, of about the consistency of oatmeal, and so soft that the can be crushed to pieces by the flick of a finger.
4. 6th sense
  1. Freshness
  2. Balance
  3. Digestibility
    1. Vitamin B (the digestive or anti-neuritic vitamin). Source: SMA (SMC), U1-4-1793 (1641-1642)
    2. Primarily determined by the curd tension in milk Source: SMA (SMC), U1-4-1793 (1645)
(Conventional?) Advertising appeals and devices
1. Authority appeal
  1. Institutions
    1. SMC Grade "A" (competitive/Comparative ad)
    2. British Ministry of Health - official definition of milk in 1934
    3. Hannah Dairy Research institute
    4. Nutrition Service of the New York State Department of Health Source: SMA (SMC), U1-4-1793 (1642)
    5. Revision Committee of the Tenth U.S. Pharmacopoeia (effective as from January 1, 1935)
    6. John Hopkins University
    7. Vermont Agricultural Experiment Station
    8. Nutrition Research, Merrill - Palmer School
    9. Cornell Medical College in 1932
    10. King's County Medical Milk Commision
    11. Department of Dairy Industry, University of Idaho
    12. United States Public Health Service
    13. American Public Health Association
  2. Science
    1. Laboratory scene
    2. Microscopes
    3. Testimonials from Experts (Forwards)
    4. Figures, statistical data, tables, scientific reports... Source: SMA (SMC), U1-4-1793 (1636-1637)
    5. Providing bibliographical references and precise pages number for quotations. Source: SMA (SMC), U1-4-1793 (1647-1648, 1660)
2. Photographic evidence (photos of the plant and machines used in the process of manufacturing reconstructed milk)
3. Educational - Didactic tone
  1. Direct invitation to visit the factory
  2. Description/illustration of the manufacturing process
  3. "Reconstructed Milk - A Study of Improvement for China" - Advertising Pamphlet for Newmilk, Spring 1935: blurring the boundaries between commercial/scientific literature. Source: SMA (SMC), U1-4-1793 (1617-1660)
  4. To introduce a new industrial product to Chinese consumers (and reassure them regarding the very industrial process of manufacturing milk). It is only therefore in China that it is new. Source: SMA (SMC), U1-4-1793 (1659).
4. Marketing & Labelling
  1. Bottles caps as a teaching aid?
5. Other media
  1. Delivery coolies white coats
  2. Signboards
6. Superlative - Exaggerative Tone
  1. Widely used : U1-4-1793 (1585-1586)
  2. But denied and denounced at their competitors' Source: SMA (SMC), U1-4-1793 (1644)
7. Cheapness (Source: SMA (SMC), U1-4-1793 (1657))
  1. In no way way connected with low quality
  2. Competitive costs of freight from New Zealand (as the the world's leading milk exporting country)
  3. Comparatively lower costs in Shanghai regarding the plant, ground space and equipment
Health & hygienic obsessions
1. Pasteurization/Sanatization and modern techniques
2. Vitamania
  1. Vitamin A known as the "antixerophtalmic vitamin"
3. Specially targeting children (growth)
4. Hygienic bottling (aluminium)
The products and their material aspects
1. Diversification/brand segmentation
  1. Reconstructed milk
    1. « Vita-D » milk (highly vitamised milk for curative purposes)
  2. Cream
  3. Ice Cream
  4. Chocomilk
  5. Strawberry Flavoured Milk (in Summer : seasonnality?)
The Company and its chaotic history (1935-1939)
1. Changed ownership at least three times, on the edge of liquidation in 1936
2. Press scandals
3. Has caused many trouble to the PHD
  1. Unsanitary/Unhygienic conditions
  2. Misleading labelling and adertisiving
  3. Indebtedness (1938)