How a 1993 marketing campaign saved the American milk industry
In short: This video explores the origins of the iconic 'Got Milk?' campaign, launched to combat a steady decline in milk consumption across the United States.
In 1993, the newly formed nonprofit California Milk Processor Board faced a significant challenge: milk consumption was steadily declining. To revitalize interest, they commissioned the advertising agency Goodby, Silverstein & Partners to develop a fresh strategy to engage the American public.
The resulting campaign sought to transform how consumers viewed the product, aiming to spark excitement and drive sales through creative storytelling.
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Sources
- Summary by Intellect · source: Michael Bay and Got Milk
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