California Milk Processor Board
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The California Milk Processor Board is a nonprofit marketing board 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 on ...
processors and administered by the California Department of Food and Agriculture. It is most well known for its Got Milk? 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 for other names) is a drink that usually contains water (often carbonated), a sweetener, and a natural and/or artificial flavoring. The sweetener may be a sugar, high-fructose corn syrup, fruit juice, a su ...
s, health drinks, and other beverages. The board is separate from the
California Milk Advisory Board California is a U.S. state, state in the Western United States, located along the West Coast of the United States, Pacific Coast. With nearly 39.2million residents across a total area of approximately , it is the List of states and territori ...
, 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 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 "
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 ...
", 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.


See also

*
Dairy Promotion Program The Dairy Promotion Program or National Dairy Checkoff is a US commodity checkoff program for dairy product promotion, research, and nutrition education as part of a comprehensive strategy to increase human consumption of milk and dairy products and ...
*
Dairy Management Inc. Dairy Management Inc. is an American trade association funded primarily by the U.S. Dairy Promotion Program, itself funded by government-mandated checkoff fees on dairy products and federal tax dollars and dedicated to promoting the sale of Amer ...


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