Got Milk?

The Got milk? campaign has been running since October 1993 when Goodby Silverstein & Partners came up with the idea for the California Milk Processor Board. It was later licensed and is used to promote mil consumption nationwide.

Initial research showed GS&P that milk was regarded as a commodity; people didnt so much crave it, but rather really miss its absence in specific situations. Because of that, originally the ads for the campaign would feature situations in which people would be stuck without milk while having milk-related food such as cookies or Peanut butter.

Nowadays, the campaign has expanded to the use of famous or otherwise well known personalities with a mustache made of milk. The line was so successful that nowadays is part of popular culture, it has been spoofed unendlesly and has appeared in movies, videogames etc.

I love this campaign because it exemplifies the idea of an excellent tagline: Its short, its catchy and therefore easy to remember. Not to mention the original idea can possibly be imported to a great variety of situations. The "milk" portion of the line can be substituted for practically anything as an adaptation. I love the got milk campaign not only because; yes, its funny and catchy, but also because everytime i see a "got milk?" ad, I am reminded about what a great tagline sounds like.