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 –...