Wikipedia

Got Milk?

For the episode ofThe Last Man on Earth,seeGot Milk? (The Last Man on Earth).
For the drag queen, seeGottmik.

Got Milk?(often stylized asgot milk?) is an Americanadvertising campaignontelevisionandYouTubeencouraging the consumption ofmilkanddairy products.Created by the advertising agencyGoodby Silverstein & Partnersfor theCalifornia Milk Processor Boardin 1993, it was later licensed for use by milk processors and dairy farmers. It was launched in 1993 by the "Aaron Burr"television commercial, directed byMichael Bay.The national campaign, run by MilkPEP (Milk Processor Education Program) began to add the "got milk?" logo to its "Milk Mustache" ads in 1995.

Got Milk?
AgencyGoodby Silverstein & Partners
ClientCalifornia Milk Processor Board
Product
Release date(s)1993–present

In January 2014, MilkPEP discontinued its Milk Mustache and "got milk?" advertisements,[1]launching a new campaign with the tagline "Milk Life". The campaign continued inCaliforniaand the "got milk?" trademark is licensed to food and merchandise companies for U.S. and international sales. The campaign has led to increased milk sales in California,[2]although not nationwide.[3][4]

History

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"Got Milk?" advertising on a barn inMarathon County, Wisconsin

The initial Got Milk? phrase was created by the Americanadvertising agencyGoodby Silverstein & Partners.In an interview inArt & Copy,a 2009documentarythat focused on the origins of famousadvertising slogans,Jeff GoodbyandRich Silversteinsaid that the phrase almost didn't turn into an advertising campaign. According toThe New York Times,people at Goodby Silverstein "thought it was lazy, not to mention grammatically incorrect".[5]

The advertisements would typically feature people in various situations involving dry or sticky foods and treats such ascakesandcookies.The people then would find themselves in an uncomfortable situation due to a full mouth and no milk to wash it down. These include a commercial of a cruel businessman getting hit by a truck seconds after insulting someone over the phone and seemingly going toHeaven,only to find out it is actuallyHellwhere he finds a huge plate of cookies and an endless supply of completely empty milk cartons; as well as a commercial of an airplane pilot intentionally putting his plane into a dangerously steepnosedivein order to obtain a bottle of milk from aflight attendant's cart out of his reach, only for the cart to crash into a man who gets out of the bathroom right in front of the cart and the bottle to tip over. At the end of the commercial, the character wouldlook directly to the camerasadly and then boldly displayed would be the words "Got Milk?" The print advertisements would feature food such as a sandwich, cookies, or cupcakes with a bite taken out of them or cats, and children demanding milk.[6]

Thefirst Got Milk? advertisementaired nationwide on October 29, 1993, which featured a historian (played bySean Whalen) receiving a call to answer a radio station's $10,000 trivia question (voiced byRob Paulsen), "Who shotAlexander Hamiltonin that famous duel? "(referring to theBurr–Hamilton duel). The man is shown to have an entire museum solely for the duel itself, packed with all the artifacts. He answers the question correctly by saying "Aaron Burr",but because his mouth is full of peanut butter sandwich and he does not have milk to wash it down, his answer is unintelligible. The DJ promptly hangs up on him, as he whimpers the answer one last time to show his displeasure on having missed out on the prize. The ad, directed byMichael Bay,was at the top of the advertising industry's award circuit in 1994.[7]In 2002, the ad was named one of the ten best commercials of all time by aUSA Todaypoll and was run again nationwide that same year.[8]

The slogan "Got Milk?" was licensed to the National Milk Processor Education Program (MilkPEP) in 1995 to use on its print ads, which, since then, have included celebrities likeBritney Spears,Beyoncé,Rihanna,Serena Williams,andVenus Williams,as well as fictional characters from TV, video games, and films such as theAvengers,theSimpsons,Batman,Mario,thePowerpuff Girls,andSpongeBob SquarePantsposing in print advertisements sporting a "milk mustache" and employing the slogan "Where'syourmustache? "[9]The milk mustache campaign was created by art director Bernie Hogya[10]and copywriter Jennifer Gold. The milk mustache campaign promoting the Super Bowl has also been featured inUSA Today;the Friday edition featured one player from each Super Bowl team to the player from the winning team in Monday's edition. It was not featured in 2014 since the advertising focus that year was on the "Protein Fight Club" campaign, which promoted the importance of eating breakfast with milk, and the "Refuel: Got Chocolate Milk" campaign.

Former California GovernorGray Davisexpressed his dislike for one commercial and asked if there was a way to remove it from the air. It featured two children who refuse to drink milk, because they believe milk is for babies. They tell their mother that their elderly next-door neighbor, Mr. Miller, never drinks milk. They see him going to use his wheelbarrow when suddenly his arms rip off because, having not consumed milk, his bones are weak and fragile. The children scream in horror and then frighteningly start imbibing every last drop of milk they have.[11]

From 1994 to 2005, ads appeared in California directed at Hispanic consumers, using the tagline "Familia, Amor y Leche" ( "Family, Love and Milk" ), created by Anita Santiago Advertising. In 2005, the Spanish-language campaign was awarded to ad agency Grupo Gallegos, which changed the tagline to “toma leche”, or “drink milk”.

According to the Got Milk? website, the campaign has over 90% awareness in the United States, and thetaglinehas been licensed to dairy boards across the nation since 1995. Got Milk? is a powerful property and has been licensed on a range of consumer goods, includingBarbiedolls,Hot Wheels,baby and teen apparel, and kitchenware. The trademarked line has been widely parodied by groups championing a variety of causes. Many of these parodies use a lookalike rather than the actual persons used in the original Got Milk? advertisements. In 2005, the California Milk Processor Board created a "Got Ripped Off?" poster showcasing its top 100 favorite parodies of the slogan.[12]

The voice saying "Got Milk?" in most of the nationwide television commercials is that of American voiceover actorDenny Delk.Other narrators have occasionally been used.[13]

In February 2014, MilkPEP announced that it would discontinue licensing the slogan for its advertising in favor of a new tagline, "Milk Life".[14]Despite this, the California Milk Processor Board (the creators and owners of the trademark) continue to use it.[15]

In 2020, MilkPEP revived the campaign in light of increased sales during theCOVID-19 pandemic.[16]

See also

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References

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  1. ^Schultz, E.J. (February 24, 2014)."'Got Milk' Dropped as National Milk Industry Changes Tactics ".AdAge.
  2. ^Holt, Douglas B."Case History: Got Milk?".ANA Educational Foundation.RetrievedMarch 23,2021.
  3. ^"Marketing campaign case studies: Got Milk?".Marketing-case-studies.blogspot.com.April 21, 2008.RetrievedNovember 23,2010.
  4. ^Kardashian, Kirk (February 28, 2014)."The End of Got Milk?".The New Yorker.RetrievedJune 16,2017.
  5. ^Peters, Jeremy W. (August 20, 2009)."The Birth of 'Just Do It' and Other Magic Words".The New York Times.ISSN0362-4331.
  6. ^"Home".Got Milk.RetrievedMay 22,2023.
  7. ^MacLeod, Duncan (May 15, 2009)."Aaron Burr Got Milk".The Inspiration Room.Archived fromthe originalon December 10, 2021.RetrievedMarch 23,2021.
  8. ^Raine, George (July 9, 2002)."Popular 'Got Milk?' ad to return / Recycling of 'Aaron Burr' is unusual among TV commercials".San Francisco Chronicle.Archivedfrom the original on December 23, 2020.RetrievedJanuary 24,2021.
  9. ^Cross, Mary (2002).A Century of American Icons: 100 Products and Slogans from the 20th-Century Consumer Culture.Greenwood Press. pp. 202–204.ISBN978-0313314810.RetrievedSeptember 4,2020.
  10. ^Daddona, Matthew (June 13, 2018)."Got Milk? How the iconic campaign came to be, 25 years ago".Fast Company.
  11. ^Raine, George (October 22, 2005)."'Got Milk?' ad strikes out with Major League Baseball: Commercial is parody of performance-enhancing substance use ".San Francisco Chronicle.RetrievedJune 19,2012.
  12. ^Nudd, Tim (June 28, 2005)."The top 100 spoofs of" Got milk? "".Adweek.RetrievedApril 5,2014.
  13. ^"What makes an ad iconic? | Marketing Edge Magazine".Marketing Edge Magazine.December 8, 2020.RetrievedDecember 13,2022.
  14. ^Durando, Jessica (February 24, 2014)."'Milk Life' replaces 'Got Milk?' ad campaign ".USA Today.RetrievedJanuary 24,2021.
  15. ^Nichols, Laura (March 6, 2014)."CA Milk Board explains why it's sticking with 'Got Milk?'".PRWeek.RetrievedJanuary 24,2021.
  16. ^Wallace, Alicia (August 3, 2020)."The 'Got Milk?' ads are back but they're not like the ones you remember".CNN Business.RetrievedAugust 4,2020.

Further reading

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