Consumers between 18 and 24 drank 44 gallons of soft drinks, but they drank only 17.2 gallons of milk. Throughout the “got milk?” campaign, Goodby and Manning had hoped that their advertising would appeal to younger audiences and increase their milk consumption.

Created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993, it was later licensed for use by milk processors and dairy farmers. It was launched in 1993 by the "Aaron Burr" television commercial, directed by Michael Bay.

In the past 30 days, commercials featuring Salma Hayek have had 34,086 airings.

approximately $23 million annually In 1993 the advertising agency Goodby Silverstein & Partners created the iconic “Got Milk?” print campaign for the California Milk Processor Board. The ads ran until 2014 and cost California's major milk processors approximately $23 million annually.

It was started because milk consumption in general started going down, so milk producers in California decided that instead of advertising against each other for a larger piece of a smaller pie, they should invest in a campaign that promotes milk drinking in general, which will lead to the whole market getting bigger ...

The campaign targeted women within the ages of 25-44 because studies had shown they were typically put in charge of shopping for household supplies. Plus, it was thought that they would be the most interested in the health benefits of skim milk.

The Game-Changing Strategy The "Got Milk?" marketing campaign connected with consumers' everyday experiences. This deprivation strategy reminded consumers about the anxiety and disappointment that came when milk wasn't available at crucial moments.

Why is Salma Hayek significant? In the 1990s Mexican American actress, director, and producer Salma Hayek broke barriers as one of the first Latinas to establish a successful movie career in the United States.

Procter & Gamble In 2021, Procter & Gamble won the title of the largest advertiser worldwide, having invested 8.1 billion in promotional activities that year.

Though Got Milk? is widely considered to be one of the greatest ad campaigns of all time, it didn't actually have much impact on consumer behavior. In the years since the campaign began, milk consumption has further declined to just .

The ad campaign promoted “real milk” through a fictitious plant-based brand with “zero nutritional value”. A new ad campaign marketing Wood Milk has received backlash for its portrayal of plant-based milk products.

The Game-Changing Strategy The "Got Milk?" marketing campaign connected with consumers' everyday experiences. This deprivation strategy reminded consumers about the anxiety and disappointment that came when milk wasn't available at crucial moments.