Slightly Askew

Blame it on the milkman

Monday, May 12th, 2008

There’s something wonderful about the idea of getting milk delivered in the morning.

Maybe it’s that whistling milkman, piping an unforgettable melody from this week’s hit parade into the crisp morning air.  Perhaps it’s his cute little milk float, buzzing around with minimal noise and bother, gently clinking as he stops at another home.  Or probably that cold bottle of seemingly unbranded milk that awaits you and your Corn Flakes; helping you to start your day the Kellogg’s way.

Why doesn’t everyone use this wonderful traditional service?  Surely glass bottles reduce wastage and carbon footprint – allowing us normal folk to pass for tree-huggers once in a while?

The reality is that, at half-past eight this morning, my milk hadn’t arrived.

So do I go to work and come home to a bottle of milk that’s been out in the sun all day?

No.  I cancel my orders and go buy it in a plastic tub from Sainsbury’s.  In a plastic bag.  In my car.

So, you can have the all the glorious tradition and imagery you want – after all, marketing is about telling stories.  But, if you can’t get the basics right, like delivering my milk before I go to work, you lose.

And you always will.