Got Milk? (often stylized as got milk?) is an American advertising campaign on television and YouTube encouraging the consumption of milk and dairy products. Created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 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 by Michael 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.
In January 2014, MilkPEP discontinued its Milk Mustache and "got milk?" advertisements, and launched a new campaign with the tagline "Milk Life." The campaign continued in California and 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, although not nationwide.
History
The initial Got Milk? phrase was created by the American advertising agency Goodby Silverstein & Partners. In an interview in Art & Copy, a 2009 documentary that focused on the origins of famous advertising slogans, Jeff Goodby and Rich Silverstein said that the phrase almost didn't turn into an advertising campaign. According to The New York Times, people at Goodby Silverstein "thought it was lazy, not to mention grammatically incorrect".
The advertisements would typically feature people in various situations involving dry or sticky foods and treats such as cakes and cookies. 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 to Heaven, only to find out it is actually Hell where 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 steep nosedive in order to obtain a bottle of milk from a flight 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 would look directly to the camera sadly 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.
The first Got Milk? advertisement aired nationwide on October 29, 1993, which featured a historian (played by Sean Whalen) receiving a call to answer a radio station's $10,000 trivia question (voiced by Rob Paulsen), "Who shot Alexander Hamilton in that famous duel?" (referring to the Burr–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 by Michael Bay, was at the top of the advertising industry's award circuit in 1994. In 2002, the ad was named one of the ten best commercials of all time by a USA Today poll and was run again nationwide that same year.
The slogan "Got Milk?" was licensed to the National Milk Processor Education Program (MilkPEP) in 1995 to use on their print ads, which, since then, have included celebrities like Britney Spears, Beyoncé, Rihanna, Serena Williams and Venus Williams, as well as fictional characters from TV, video games, and films such as the Avengers, The Simpsons, Batman, Mario, and The Powerpuff Girls posing in print advertisements sporting a "milk mustache" and employing the slogan, "Where's your mustache?" The milk mustache campaign was created by art director Bernie Hogya and copywriter Jennifer Gold. The milk mustache campaign promoting the Super Bowl has also been featured in USA 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 as 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.