The California Milk Processor Board is a nonprofit

marketing board A marketing board is an organization created by many producers to try to market their product and increase consumption and thus prices. It can also be defined as an organization set up by a government to regulate the buying and selling of a certain ...

funded by California

dairy A dairy is a business enterprise established for the harvesting or processing (or both) of animal milk – mostly from cows or buffaloes, but also from goats, sheep, horses, or camels – for human consumption. A dairy is typically located ...

processors and administered by the California Department of Food and Agriculture. It is most well known for its

Got Milk? Got Milk? (stylized as got milk?) is an American advertising campaign encouraging the consumption of milk and dairy products. Created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993, it ...

advertising campaign. The organization was created in 1993 to counter falling sales of milk as Americans switched to

soft drink A soft drink (see #Terminology, § Terminology for other names) is a drink that usually contains water (often Carbonated water, carbonated), a Sweetness, sweetener, and a natural and/or Artificial Flavoring, artificial flavoring. The sweetene ...

s, health drinks, and other beverages. The board is separate from the California Milk Advisory Board, which created the Happy Cows campaign and supports the Californian dairy industry.

Promotions

In 1993, the Board launched its most successful and longest-lasting campaign, "Got Milk?". Designed initially by Goodby, Silverstein & Partners, the campaign is intended to convince current milk-drinkers to consume more milk. In 2008, the Board launched the "White Gold"

marketing campaign Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to empha ...

to appeal to teenagers, featuring a self-consciously fake

rock band A rock band or pop band is a small musical ensemble that performs rock music, pop music, or a related genre. A four-piece band is the most common configuration in rock and pop music. In the early years, the configuration was typically two guita ...

style commercial, with lead singer "

White Gold Pure gold is slightly reddish yellow in color, but colored gold in various other colors can be produced by alloying gold with other elements. Colored golds can be classified in three groups: * Alloys with silver and copper in various proportions ...

" performing with the "Calcium Twins". In 2009, the Board launched a sequel to the "White Gold" campaign by releasing "The Battle for Milkquarious", a 22-minute-long rock opera featuring an array of old and new characters, including "

", Strawberry Summers, Jug Life, Bovina the Uni-Pega-Cow, and the evil Nasterious. It was marketed as "The most amazing rock opera ever made about milk." In 2011, the Board was criticized for its "Everything I do is wrong" campaign which critics claimed was bigoted. The board halted the campaign early, but enjoyed the negative publicity generated by launching a new site - www.gotdiscussion.org.

References

External links

gotmilk.com
- official Got Milk? site Agricultural marketing organizations American dairy organizations Organizations based in California Dairy marketing Agricultural marketing in the United States Dairy products companies in California {{California-stub

Promotions

See also

References

External links