California Milk Processor Board: Got Milk? campaign

Although previous milk advertising campaigns in California made people aware that they should drink milk, the "Got Milk?" campaign by Goodby, Silverstein and Partners (GS&P)in the 1990s apparently got them to buy and consume more.

California Milk Processor Board: Got Milk? campaign

Allison Porter

OVERVIEW

In the mid-1990s, with the emergence of new juices, fruit drinks, iced teas, coffee drinks, bottled waters, and soft drinks, Californians were drinking less milk every year. Milk consumption per capita in California had dropped 6 percent between 1987 and 1992. Before 1993 most of California's dairy advertising was funded either by the National Dairy Board (an organization of dairy farmers) or by the government-run California Milk Advisory Board. Together the two spent an estimated $13 million to promote the statewide consumption of dairy products. The budget was meager compared...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands