Guest Speaker: Kelly Fisher, Got Milk?

Tomorrow in class we will be welcoming Kelley Fisher who has assisted in the production of the Got Milk campaign?  The campaign launched in October of 1993 and hasn’t looked back since. This advertising campaign was created by the advertising agency Goodby Silverstein & Partners for California Milk Processor Board. A few years later in 1995 the slogan was licensed to the National Milk Processor Board (MilkPEP). The purpose of the campaign was to encourage milk consumption and to help raise awareness about the nutrition milk provides.  

This “big idea” has been alive for decades and is still going strong. The campaign has been advertised all around the world and has hundreds of ads that are executed differently yet all have the same message.

“Ultimately a good strategy is inspiring. You can pull hundreds of rabbits out of the same hat, creating widely different execution that are all on strategy. The ‘milk deprivation’ strategy, for example called forth a long string of wonderful ‘Got milk?’ executions.” – Sullivan, 1998

The Got Milk? campaign is one of the most recognized and respected advertising campaigns of all time. As the campaign has matured, it’s become increasingly popular in recent years for the ads to depict famous actors, musicians and athletes sporting the “milk mustache" trademark.

Questions: 

      1. How did you begin working on the Got Milk? campaign?

      2. How is milk competing with the growing number of beverage choices available to consumers these days,  especially within the category of soft- drinks?