got milk? - White Gold and the Calcium Twins

For over a dozen years the "got milk?" campaign relied on a deprivation and food-pairing strategy to remind California’s consumers of the importance of milk.

got milk? – White Gold and the Calcium Twins

THE BUSINESS SITUATION AND CAMPAIGN OBJECTIVES

For over a dozen years the got milk? campaign relied on a deprivation and food-pairing strategy to remind California's consumers of the importance of an oft-overlooked commodity. Amidst a profusion of competitive assaults, the popular and much loved advertising helped reverse a twenty-year decline in the state's per capita milk consumption – and also went on to create a prominent brand in the most unlikely of places.

Yet more than halfway through the '00s the landscape around got milk?had changed –...

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