My boys fought over that 1998 Super Bowl poster at left of John Elway of the Denver Broncos and Reggie White of the Green Bay Packers. When the boys shared a room, it had a place of reverence on one wall. They moved into rooms of their own, and it eventually went to the youngest. FYI — the Packers lost the battle memorialized in this poster — after winning the Super Bowl title in 1997. White died in 2004 — that made the poster all the more important to my youngest — a legendary Packer fan.
The “Got Milk?” campaign dates back to 1993, and it is iconic. According to a Time Magazine article, the whole thing started with the California Milk Processor Board and ad agency Goodby, Silverstein & Partners. The article quotes Jeff Goodby, co-chairman of the agency. “We discovered there was a certain kind of irreplaceability to milk that I think is what made the campaign work. We did a focus group where a woman said, ‘The only time I notice milk is when I run out of it.’”
From there, “Got Milk” took off with a national campaign from Lowe Campbell Ewald with countless celebrities milking the fame with mustaches. Taylor Swift, David Beckham, Elton John, Heidi Klum, Ron Howard, Shaq, Michael Jackson, athletes from every sport you can think of … and oh Batman and Superman. Here’s a link to some of the photos of celebs who donned a ‘stache for “Got Milk?”
Everyone recognized the campaign, but it had one problem — for all the $$ spent, milk drinking is still declining — a trend that started in the 1970s, according to the Time article.
You can see the new campaign “Milk Life” here. It points out milk’s 8 grams of protein. It will be interesting. An Ad Age article notes that Silk Milk sales have increased by more than 9 percent in the past year. The Ad Age article also shared the memorable “Aaron Burr” Got Milk? commercial from the 1990s.
I’ll miss “Got Milk?” How about you?