California High School Wins ‘Got Milk?’ Advertising Challenge

The California Milk Processor Board (CMPB) has awarded $2,000 to students from a Clovis, Calif., high school for winning an advertising competition held to celebrate the 15^th anniversary of the “Got Milk?” campaign.

The students, from Center for Advanced Research and Technology (CART) near Fresno, presented three TV spots in storyboard format to judges. Their campaign targets teenagers with a message that uses wit, humor and day-in-the-life experiences while addressing milk’s health benefits, CMPB said.

Also competing in the challenge were students from Amador Valley High School in Alameda County and Orange High School in Orange County. Both schools, also located in California, won $1,000 each.

View the students’ advertising concepts at: /files/Student_Preso_Sample_Media.pdf.

One of CART’s spots, called “Awkward Moment,” shows a father concerned about the changes his son is undergoing as he builds muscles and explores new things. As the father starts to have “the talk,” the son confesses that he experiments. He now drinks milk for strong bones, teeth and better sleep. Relieved to see his son interested in milk, the father closes the spot with, ‘I’m glad we had this talk.’”

Representatives from CMPB and its advertising firm, San Francisco-based Goodby, Silverstein and Partners, judged the competition. CMPB partnered with Junior Achievement to execute the program.

CMPB launched the “Got Milk?” campaign in 1993. The organization is funded by all California milk processors and administered by the California Department of Food and Agriculture.

Catherine Merlo is Western editor for Dairy Today. You can reach her at cmerlo@farmjournal.com.