Last Updated on August 29, 2023
If there was one ad campaign that stood out in the 90s – and even defined the era – it would be the ‘Got milk?’ campaign. The ad, which encourages the consumption of milk, began rolling out in 1993 and continues to the present day. While the ad looks and feels different now, it’s still built upon the huge success of the ‘Got milk?’ brand.
Created by Jon Steel, Jeff Goodby, and Rich Silverstein at Goodby Silverstein & Partners for the California Milk Processor Board, it was a bold move during that time. The idea was that of deprivation marketing: showing Americans what their everyday lives would look like without the humble staple in their fridge. After all, nothing goes better with cookies, coffee, or cereal than milk. And thanks to marketing strategist and speaker, Jeff Manning who licensed the slogan, the rest as they say, was history.
Aside from fun and quirky commercials, Milk Processor Education Program (MilkPEP) added to the concept with the ‘milk mustache’. There was no shortage of celebrities and A-list public profiles who wanted in on the action. Some of the most unforgettable include: Naomi Campbell, Harrison Ford, Britney Spears, Dennis Rodman, WWF wrestler Stone Cold Steve Austin – and of course, children’s characters such as Kermit the Frog and Cookie Monster.