California Milk Processor Board: Got Milk?

  • Got Milk? is an American advertising campaign encouraging the consumption of cow's milk
  • Created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993
  • After this campaign milk sales in California rose 7% in just one year but the impact ran across state borders
  • Though, that the ad didn't target people who weren’t drinking milk; but instead focused on the consumers who already were
  • The idea of Milk was to drink milk when people ate complementary foods
  • The second ads would push milks image from boring and old fashioned drinks to one that is cool and interesting
  • The lesson here?- Sometimes, it's about getting your current audience to appreciate and use your product more often

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