"Got Milk?" To Switch Focus

Starting this week, the California milk board, with the help of Goodby, Silverstein & Partners, began running ads that focused not on what life would be like without milk, which was the focus of the original "got milk?" ads, but rather what life would be like if one never ran out of milk.

This new angle is aimed at exaggerating the positive effects of drinking milk, such as strengthened hair, teeth, and muscles. While ads about the effects of milk deprivation worked in the past, new short-term initiatives that embellished the positive effects of milk showed great results. This led to the portrayal of milk as a "superdrink . . . without getting all clinical."

Goodby, Silverstein & Partners won't stop at just commercials and a website. They plan to launch a Facebook game that features avatars based on Mootopian citizens. Additionally, they plan on expanding the campaign into other realms, such as those that are attractive to high school students.

For the campaign's website: Mootopia

For full article: California's Dairy Industry Takes Old Question to New Extreme