GOT MILK? Celebrates 20 Years
GOT MILK? Author’s Reflections
Milk and Tea—the
By Laurie Greene, Associate Editor
Americans first witnessed what is now one of the country’s most highly recalled
ad campaigns, “GOT MILK?”
decades later, the brand and its creator, the California Milk Processor Board
(CMPB), are still going strong!
celebrate the brand’s 20-year history and success with the community, the CMPB
announced the winners of the CMPB’s commemorative anniversary program, the GOT MILK? 20 Awards. Steve James, Executive Director of the
CMPB said, “There is no better way to celebrate our milestone anniversary than
by saluting 20 of these positive role models and their untiring work in their
GOT MILK? 20 Awardees include (listed by key markets):
Area: Reading Partners, Oakland; Resource Area for Teaching, San Jose; North
Bay Dairy Women’s Association, Petaluma
Runnin’ for Rhett, Elk Grove and Senior Gleaners, Sacramento
Care Fresno Teen Leadership Program, Reading and Beyond and Women, Infants and
Children (WIC) Breastfeeding Resources Program
Reach for Greatness Mentoring Program
Angeles: Ability First, Long Beach; Kids Enjoy Exercise Now (KEEN), Los
Angeles; El Monte Unified High School District Food Services Department;
InnerCity Struggle, East Los Angeles; Duke Welliver & the Peaceful Warrior
Martial Arts Academy, San Clemente; Christmas in the Classroom, Fontana and
Champions for Change – Desert Sierra Program, Riverside/San Bernardino/Palm
Diego: Miracle Babies, La Maestra Community Health Group, Child Nutrition
Services at Vista Unified School District and San Marcos Unified School
District’s Child Nutrition Services Department
MILK? 20 Award winners will be presented their recognition and prize during
ceremonies to be held in key markets during the month of November.
by all California milk processors and administered by the CDFA, The California
Milk Processor Board was established in 1993 to make milk more competitive and
increase milk consumption in California. Awareness of the campaign is over 90%
nationally and it is considered one of the most important and successful
campaigns in history.
California Milk Processor Board, Business Wire
California Milk Processors Board and GSP initiated the Got Milk?
campaign in 1993, but what did GOT MILK? accomplish?
tagline was first introduced in the television commercial, “Aaron Burr,” and
has since been entered into CLIO Awards Advertising Hall of Fame.
to the CMPB's formation, the California Milk Advisory Board (CMAB), had for
many years produced the "Milk Does a Body Good". But the old ads didn't
change consumers' behavior; consumers-and especially kids and teens-still
considered milk to be boring, (Yawn) and sales volume was fast declining.
June 1993, Jeff Manning, Executive
Director, was hired by CMPB to revive sagging milk consumption in California. "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,"
1994 California milk sales, for the first time in over a decade, increased to
755 million gallons from previous year’s 740 million.
In 2001, Manning established a web
site to promote the GOT MILK? campaign on the internet to increase consumers’
interest in campaign as popular culture. More importantly, it would serve as a
vehicle to promote products with the GOT MILK? slogan.
2008, GOT MILK? made it to television, along with continued success.
Goodby of Goodby, Silverstein & Partners wrote the GOT MILK? tagline. From AdWeek, Goodby looks back at the
campaign on its 20th anniversary and offers some comments:
perhaps the most boring product imaginable.
all tried it. Most of us already own some. There is very little to say about
not new. It is not improved. It is white.
it was that when the California Milk Processor Board first asked us to pitch
their business in 1993, we were shockingly ambivalent. A number of us simply
thought the product was inherently too boring.
focus group, when the clouds parted and a woman said, "The only time I
even think about milk is when I run out of it, Goodby scrawled, GOT MILK? on a
poster board and decided it might be a tagline.
course, a 20-year downturn in California milk consumption leveled off and has
even headed upward now and then.
last five years, tea has become the new “it” beverage among Americans,
especially here in California. As reported in Business Wire, thanks to their
health benefits and the wide variety of herbs and flavors, tea and tea latte
offerings now rival coffee drinks at major retail chains.
California Milk Processor Board (CMPB), the creator of GOT MILK?, and Bay
Area-based tea sommelier, Christopher Coccagna, have partnered to expand their markets by providing
.beverage enthusiasts with innovative takes on teas with milk.
lattes are a fresh way to enjoy milk and the possible combinations are endless.
We hope Californians try several varieties and recipes this season!”
are incredible varieties and flavors. Add milk, and tea becomes creamy, rich
and even exciting.
creations use only the finest ingredients, such as Velvety red rose petals,
fragrant lavender blossoms, cool peppermint sprigs and spicy cardamom pods, with
fresh milk to create modern beverages exclusively for GOT MILK?
thrilled to explore the new world of tea with someone as passionate as
Christopher,” says Steve James, CMPB Executive Director. “Tea lattes are a
fresh way to enjoy milk and the possible combinations are endless. We hope
Californians try several varieties and recipes this season!”
Labels: Got milk? author's reflections, Got Milk? Got Milk and Tea? Got Milk Awards? Got Milk? Celebrates 20 years, milk and tea the new cappuccino?