California Fluid Milk Processors Advisory Board

Goodby, Silverstein & Partners *Lead Agency

Milk consumption had declined steadily throughout the United States for many years, and in California, average household consumption has gone down by 20% since 1980. Spending their own money in an attempt to stem this decline, the milk processors of California launched the "Got Milk?" campaign, which was based on the idea that milk is the perfect complement to certain foods, and that without milk, the food is ruined. This "deprivation" campaign has succeeded in increasing household milk consumption in California (while the rest of the U.S. continued to decline) and increasing California milk sales by 7.5 million gallons over the previous year, the first time that a milk campaign has achieved such a turnaround.