‘GOT MILK?’ here to stay in California
Following widespread reports that the “got milk?” slogan has been shelved, the California Milk Processor Board (CMPB) said the tag line and campaign are very much alive and thriving in California.
Conceived by agency Goodby, Silverstein & Partners for the CMPB in 1993, “got milk?” was licensed and adopted by the national Milk Processor Education Program (MilkPEP) for use in their Milk Mustache campaign. Since 1996, however, the work in California and the work from the national board have been totally separate creations, linked only by the “got milk?” tag.
“To paraphrase Mark Twain, reports of the end of “got milk?” are greatly exaggerated,” said Steve James, executive director of the CMPB. “The national milk trade group has decided to move away from its Milk Mustache campaign and develop a new tag line, but “got milk?” and its consumer equity continue to be very much alive in California. We wish them luck, but the fact remains that the California board anticipates using our beloved slogan for many years to come.”
Over the past two decades, “got milk?” regularly tests at the top of all beverage advertising slogans, and remains one of the most honored campaigns in advertising history.