In 1993 a San Francisco based advertising agency Goodby, Silverstein & Partners went to work on a brief presented by the Milk Trade Association and created a campaign that is the advertising equivalent of the cure for cancer.
Since 1980 milk sales had been rapidly declining and traditional dairy advertising continued to implement failed strategies that concentrated on the nutritional and health benefits of milk. The success of the ‘got milk’ campaign is communication that grabs the consumer’s attention. The ‘got milk’ campaign turns sixteen this year and is one of the longest and most successful campaigns in American history. The campaign has a 90% recall rate and has been responsible for increasing sales from 65% consumption to 77% in
Few advertising campaigns have been able to absorb themselves into the social fabric of the American Society; these campaigns are the standard to which all other campaigns should be measured.