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A Cultural History of Advertising
A peek at the past, present and future implications of our consumer culture
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Ad Foundry: Iconic Ad Campaigns: Got Milk?

Ad Foundry: Iconic Ad Campaigns: Got Milk? | A Cultural History of Advertising | Scoop.it

"In 1993 , as Americans switched to Soft Drinks, Health Drinks and other beverages  the sales of Milk took an obvious hit. This was the time when dairy processors in California decided to get together to fund a non profit marketing board – well to market Milk obviously. 

 

The Marketing board – christened California Milk Processor Board , hired Goodby, Silverstein & Partners to come up with a campaign to market milk to the masses. Out of this exercise came the most successful and longest-lasting campaign of the CMPB – Got Milk?....

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got milk? By Douglas B. Holt, L'Oreal Professor of Marketing, University of Oxford

got milk? By Douglas B. Holt, L'Oreal Professor of Marketing, University of Oxford | A Cultural History of Advertising | Scoop.it

"In June 1993, Jeff Manning, Executive Director, was hired by the California Milk Processor Board (CMPB) to revive sagging milk consumption in California. A month later, he hired San Francisco ad agency Goodby, Silverstein & Partners to create a new ad campaign for milk. "We weren't going to turn around a 15-year decline in per capita in one year, but we did believe that at least for certain portions of the population, we could flatten it out and start to move it up," said Manning. Following Manning's lead, Jeff Goodby, the agency's co-founder and chief creative, had worked with a team of planners and creatives at his agency to create got milk?, a campaign that became one of the decade's most popular and critically-acclaimed ad campaigns. ......

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