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


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...

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