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What made Goodby, Silverstien, and Partners so unconventional was that in their presentation to the board they didn’t show a single drop of milk. Manning explained in 1999 that “they had two standard presentation boards. One read ‘Milk Deprivation,’ and the other, ‘got milk?’ (p. 21). In fact, the slogan “got milk?” was something that happened almost accidentally. Jeff Goodby, “asked by an underling for a heading to a new presentation board…considered the idea of running out of milk only for a moment before tossing out the phrase ‘got milk?’” (Manning, 1999, p. 21). That simple and short phrase stuck. National Campaign Around the same time that the California Milk Processor’s Board decided to start a milk advertising campaign the national milk organizations decided it was time for action as well. Dairy Management Inc., and the Milk Processor Education Program were not happy with their advertising agency and wanted a change . The result was the Milk Mustache campaign which featured stars with a white upper lip and their reasons for loving milk. The ads were designed to make milk look glamorous and hip while still promoting its health benefits. In 1995, two years after the start of the “got milk?” campaign, the two national organizations chose to license the campaign nationally. A national group licensing a state campaign is rare and typically ineffectual, but in this case because of the style, personalization, and brilliance of “got milk?” it worked well.
Approximate Word count = 865
Approximate Pages = 3.5
(250 words per page double spaced)
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