Professional Documents
Culture Documents
Planet In Need
Category: Beverages, Non-Alcohol
Agency: Goodby, Silverstein &
Partners
Client: California Milk Processor
Board
Strategic Challenge
The story behind the original got milk?
campaign is relatively well-known and
documented. After years of declining per
capita sales in California, a fresh initiative
was launched in 1993 to reactivate milk
purchasing.
got milk?
/Deprivation worked, and sales
increased as people
started buying and keeping milk in
the fridge.
got milk? was able to keep milk fresh (no
pun intended) and became one of the
countrys longest running and most liked
campaigns.
Results
In the six-month period during the campaign
California sales increased an average of 0.25%
a week.
This number may not appear immediately
significant, but it is a considerable leap over
sales in the rest of the country, which were
virtually stagnant, at only 0.003% average
growth. (Note: sales trends from March 05 to 06
in CA and rest of US mirrored each other)