“got milk?” at 20

Got MilkGot Milk? The iconic question is commemorating its 20th anniversary this year. It all started when the California Milk Processor Board asked for promotional ideas in 1993. Jeff Goodby of Goodby, Silverstein & Partners says a lady in a focus group said, “The only time I ever think about milk is when I run out of it.” That’s when Goodby scrawled “got milk?” on a poster board…and the rest is history.

Twenty years later “got milk?” has been named one of the best advertising campaigns ever created joining the ranks of McDonalds and Nike. Goodby says their research shows it has become the most remembered tagline in beverage history, surpassing the giants in the beer and soft drink industry. In fact, he says it has moved beyond a tagline to being “a piece of culture.”


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