Home > Encyclopedia of Major Marketing Campaigns > California Milk Processor Board

• GOT MILK? Campaign
• Imitation Is the Best Form of Flattery
• Further Reading

101 S. El Camino Real
Suite 207
San Clemente, California
92672
USA
tel: (949)481-6620
fax: (949)481-6680
email: manning@gotmifk.com
website: http://www.gotmilk.com

GOT MILK? Campaign

Overview

Although previous milk advertising campaigns in California made people aware that they should drink milk, the "Got Milk?" campaign by Goodby, Silverstein and Partners (GS&P)in the 1990s apparently got them to buy and consume more. GS&P research led the agency to target a different audience — people who were already milk drinkers. It concluded that "milk is usually consumed with something else,...