The Got Milk? slogan still going strong in California

On the basis of numerous reports that the Got Milk? slogan is a thing of the past, the California Milk Processor Board (CMPB), which has used it for so long, wishes to remind consumers that the tag line and the campaign are alive and well in California.Created by the Goodby, Silverstein & Partners agency for CMPB in 1993, Got Milk? became so successful it was rapidly authorized and adopted by the Milk Processors Education Program (MilkPEP) for use in its national Milk Mustache campaign, an ad idea that initially had the tag line Milk – what a surprise! which later transitioned to Milk – where’s your mustache? For its part, MilkPEP also directed the television campaign in California for four years.Since 1996, however, the campaign in California and that of MilkPEP have gone their separate ways, united only by the line Got Milk?Over the past two decades, the brand has topped all other slogans for beverages, and continues to be one of the most prizewinning campaigns in advertising history.“To paraphrase Mark Twain, reports of the end of Got Milk? are greatly exagerated” says Steve James, executive director of CMPG. “The national milk trade group has decided to move away from its milk mustache campaign and develop a new tag line, but Got Milk? and its consumer equity continue to be very much alive in California”.