that is most certainly true for milk, its not so clear with cars (vintage cars are popular, if cars are looked after they can last a long long time)
But what I do believe, is that they're asking the customer to think the analogy behind the idea of not drinking 9 year old milk and connecting that to the idea of not using a 9 yo browser (old = bad, new = good as you said). Wouldn't you agree that for that analogy to work with the message they're trying to convey, you need to make a connection of putting the IE Browser into the milk's place in that analogy?
I mean look at that page: half of your screen is filled with a carton of milk - the other half tells about why you wouldn't use a browser (IE 6) which also is 9 yo. So wouldn't you agree that somewhere in there lies the notion of IE 6 being as good as 9 yo milk?
Probably?
And remember that most people are bad at remembering numbers. Names, on the other hand, are something that most people do remember better.
Therefore, imho, I don't understand what the marketing department was thinking, as in my opinion, the advert connects your thoughts about 9yo milk to an internet browser (of which we already have created our own views) - and in the long run people will most probably only remember 9 yo milk & Internet Explorer (and bear in mind that this advert comes from microsoft).
Therefore, the question of what was the marketing department thinking rose into my mind. I believe that the point of viewing and "comparing" IE & a carton of milk screams for some serious rebranding for the product called "internet explorer" - because nerds can really relate to that message or what?
And in the end of the day, they are the people who power the revolutions of switching browsers.
tl;dr I don't believe that the advert works in advantage for Microsoft & IE
Clearly they couldn't think of anything really good to say about IE8 except that it's not [that] old.
Perhaps they should have compared IE6 to MS Windows ME or something else from that time that was really really bad.
Maybe "you've ditched Billy Bass, you've moved on from The Sims, you're not wearing those capri pants anymore; no more monotonic ring-tones, ugg boots are out; you've served your time as Apprentice and made and lost your million on the 'net; you're not going to stand for no more snakes on no more planes; so, isn't it time you upgraded your broswer for what's left of this new millenium? - IE8 get it in FTW".
Bit formulaic, but that's my pitch - did I win?
I couldn't have come up with a pitch like yours, which imo would be so much better for Microsoft than the current "carton of milk" -analogy.
;0)
By any chance, do you not work in marketing? Are you part of the target audience (that is, do you still run IE6)? No? Are you, rather, a fairly sophisticated user, maybe dare I say, a geek? Yes?
Then don't judge the effectiveness of that particular marketing, it doesn't make sense to you, and that's perfectly acceptable.
no - I don't work in marketing, and you're probably right about the fact that I am not even near the target audience.
But does it really matter?
I believe you can relate to the fact that the more further you're from the target audience the more objectively you can slice & dice the advert. Of course, I might be too far away from the target audience so my views might be biased in that sense.
I don't pass judgement. I started writing in the basis that I wanted to share my own perception of the matter and hear what you guys have to say against it.