100: The “Got Milk?” Campaign; Or, Lack-tose Intolerance

This Was A Thing: The Retro Podcast

Aug 01, 2023•46 min•Season 2Ep. 47

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Episode description

Life is full of questions: Why are we here? What’s the point? How can I possibly get tickets to see Taylor Swift? But when Californians concerned about declines in milk consumption decided to revamp their marketing approach, they had a different two-word question in mind. And that question became a slogan, which then became a viral sensation that rocketed the ad campaign into public awareness, and is still immediately recognizable more than thirty years later.

Rob teaches Ray about the California Milk Processor Board and its hand in creating the viral “Got Milk?” campaign; other beverage ads of that era that inspired the marketing of milk; how Michael Bay created an award-winning ad - about milk - that went viral; how the simple tagline on these ads became an instantly recognizable meme; and whether or not the “Got Milk?” campaign actually accomplished its goal: make people drink more milk!

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TEAM

ARTICLESEPISODE CLIPS

Oscar Mayer Wiener 1965 Commercial

‘Don’t Squeeze the Charmin!’ Commercial (1970)