Beyond the Mustache:this campaign carries no milk mustache.
CMPB· campaign
got milk? — California Milk Processor Board
Release year:1993–present
Sponsoring body:California Milk Processor Board
Collections:Beyond the Mustache
Type:Regional campaign, television and outdoor
Sponsoring body:California Milk Processor Board
Collections:Beyond the Mustache
Type:Regional campaign, television and outdoor
Notes
The original got milk?, and the one that never used a mustache. Jeff Manning was hired as CMPB Executive Director in June 1993 to reverse a fifteen-year decline in Californian milk consumption; a month later he engaged Goodby, Silverstein & Partners of San Francisco. The strategy was deprivation — milk is only noticed when it runs out — which came from a focus-group participant saying exactly that. Goodby produced six advertisements to launch. This is a separate campaign from the Milk Mustache print work: MilkPEP later licensed the tagline for national use, which is why the two became conflated.
Image: got milk? logo, PR Newswire press kit (2020) (source).