When the ‘got milk?’ campaign began 20 years ago, it had a profound cultural impact. However, all things must come to an end as MilkPEP, sponsors of the ad campaign, announced this week the end of this longtime campaign.
In the '90s, the tagline was all the rage, beginning with its first television commercial with a history buff receiving a call to answer a radio station's $10,000 trivia question, "Who shot Alexander Hamilton in that famous duel?" The man's apartment is shown to be a private museum to the duel, packed with artifacts. He answers the question correctly, saying "Aaron Burr," but because his mouth is full of peanut butter and he has no milk to wash it down, his answer is unintelligible. And he loses. With that first ad, the rage began. Or last year with the Super Bowl ad featuring Dwayne “The Rock” Johnson battling evil doers, just to get his kids a gallon of milk.
The campaign has been borrowed and parodied. The print campaign including athletes, actors, cartoon characters, musicians and other people sporting white and chocolate milk mustaches soon followed.
“Got Milk?” became one of the most well-known slogans ever thanks to a series of humorous commercials and a print ad campaign that featured around 300 celebrities donning the iconic milk mustache. There was a celebrity for everyone – from The Simpsons, Hilary Duff or Steven Tyler to Heidi Klum, Martha Stewart, Cookie Monster and Kermit the Frog – the list runs the gamut.
A new tagline, called “Milk Life” will replace the “got milk?” campaign. But have no fear, the “got milk?” campaign will live on in California as the California Milk Processing Board plans to continue use of the tagline.
For a walk down memory lane, Time magazine has compiled highlights from the past 20 years of the campaign here.
--- Charlene M. Shupp Espenshade, special sections editor