From Heidi Klum to Kermit the Frog, from an Aaron Burr (and peanut butter-loving) historian to a thirsty (and angry) Santa, the memorable “got milk?” has helped boost the image of milk over the years.
Now the iconic campaign, often hailed as one of the greatest marketing campaigns ever created, is celebrating its 20th anniversary.
According to AdWeek, the simple ‘got milk?’ question is one of the most remembered taglines in beverage history, even outstripping those of beer and soft drink companies with budgets many times bigger than that of the California Milk Processor Board.
It has now become more than just a tagline – it’s become a piece of culture that was always "just there."
“When something lasts 20 years in a very pure form, it reminds us all how much serendipity and chance contribute to what we like to think is a very orderly, brilliantly orchestrated process,” said Jeff Goodby of Goodby, Silverstein & Partners and writer of "got milk?”
He added, “I wouldn't trade it for anything. May we have 20 more, please.”
Last year, “got milk?” was named as one of the best campaigns ever created, joining the ranks of Nike and McDonald’s.
'Got milk?' helped jump-start milk’s role in McDonald’s happy meals and Oreo cookies. There was even a dairy-themed Barbie doll created at one point. The simplicity of the promotion has helped it stick around and fuel a thirst for a full glass of milk. Read more here.
The Daily Beast looked at some of the best ads from the ‘got milk?’ campaign. Click the slideshow below to see just a few of these celebrities.
Despite their milk mustaches, several celebrities once featured in the campaign prefer a meat-free diet, vegetarian/teenage heart-throb of the 90’s Jonathon Taylor Thomas and vegan music star Carrie Underwood.
|Jonathan Taylor Thomas||click image to zoomCarrie Underwood|
Underwood's ad in particular may raise some eye brows. Seven years after cow's milk graced her lip,Underwood took an agressive stand against Tennessee’s so-called “ag-gag” law.