This is, of course, according to the California Milk Processor Board itself, which is hanging on tightly to the successful campaign and its oh-so-familiar tagline.
The idea was first conceived by agency Goodby, Silverstein & Partners for the CMPB in 1993, and became so successful that it was quickly licensed and adopted by the national Milk Processor Education Program (MilkPEP) for use in its Milk Mustache campaign. MilkPEP also ran the California TV campaign for four years.
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 tagline, 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.”
As a 40-something who remembers the golden years of TV ads encouraging the drinking of milk, and drinking plenty of it at school, I love that the familiar slogan is sticking around. I wonder if it will still be able to attract A-list celebrities? If not, I’m available …
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