Illustrated Series #76

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Origins of the "Got milk?" campaign in the 1990s

The "Got milk?" campaign has its origins in California, where it was first launched by the California Milk Processor Board (CMPB) in 1993. The CMPB is a promotional board funded by California dairy processors, responsible for marketing and promoting milk and dairy products in the state. The campaign aimed to increase milk consumption by reminding consumers of the importance of having milk in their diets.

The concept for the "Got milk?" campaign was conceived by the advertising agency Goodby, Silverstein & Partners. The agency's creative team came up with the idea after realizing that while many people purchased milk regularly, they often ran out of it at the most inconvenient times. This led to the creation of the iconic ad featuring people in various situations struggling to answer questions that required a milk mustache. The famous slogan "Got milk?" was introduced to emphasize the importance of having milk readily available at all times.

The campaign's initial TV commercial, directed by Michael Bay, was launched during the 1993 Super Bowl. It featured a man in a history museum who receives a call to win a million dollars but cannot speak because his mouth is full of peanut butter and there's no milk available. The ad's humorous and relatable approach resonated with viewers and set the tone for the rest of the campaign.

Due to its massive success in California, the National Milk Processor Education Program (MilkPEP) adopted the "Got milk?" campaign for a national rollout in 1995. The campaign's success continued to grow, and it became one of the most recognizable and long-running advertising campaigns in the United States, featuring a wide range of celebrities and public figures with milk mustaches. The "Got milk?" slogan has since become a pop culture phenomenon, promoting milk as an essential part of a healthy diet and encouraging consumers to keep their fridges stocked with milk at all times.

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