California Milk Processor Board
The California Milk Processor Board is a nonprofit marketing board funded by California dairy processors and administered by the California Department of Food and Agriculture. It is most well known for its Got Milk? advertising campaign.
History
[edit]The California Milk Processor Board was created in 1993 to counter falling sales of milk, as Americans switched to soft drinks, health drinks, and other beverages.[1]
The board is separate from the California Milk Advisory Board, which created the Happy Cows campaign and supports the Californian dairy industry.[citation needed]
Up until 2004, California dairy farmers, co-funded the Got Milk? campaign through Dairy Management Inc.[2]
As of 2014, Got Milk? had not reversed the trend of people buying and using less and less milk: from 0.96 cups per person in 1970 to 0.59 cups in 2011. In 2014, the Milk Processor Education Program (MilkPEP) replaced Got milk? with a program called Milk Life.[2]
Promotions
[edit]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.[3]
In 2008, the Board launched the "White Gold" marketing campaign to appeal to teenagers,[4] featuring a self-consciously fake rock band style commercial, with lead singer "White Gold" performing with the "Calcium Twins".[5]
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", 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 called www.gotdiscussion.org.[6]
See also
[edit]References
[edit]- ^ Anna Cearley. "Milk board wants Licuados to blend in:State group pushes Latin American treat to add to bottom line". San Diego Union-Tribune.
- ^ a b Kardashian, Kirk (2014-02-28). "The End of Got Milk?". The New Yorker. ISSN 0028-792X. Retrieved 2024-11-17.
- ^ "California Milk Processor Board". eNotes.
- ^ "Advertising's New and notable". USA Today. 2008-03-08.
- ^ Patricia Odell (2008-10-29). "Milk Promo Touts Beauty Benefits of Milk". Promo Magazine. Archived from the original on 2008-11-03. Retrieved 2008-11-01.
- ^ "Got apology? Milk board cans 'sexist' campaign". NBC. 2011-07-11. Retrieved 2024-11-17.
External links
[edit]- gotmilk.com - official Got Milk? site
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