In 1993 , as Americans switched to Soft Drinks, Health Drinks and other beverages the sales of Milk took an obvious hit. This was the time when dairy processors in California decided to get together to fund a non profit marketing board – well to market Milk obviously.
The Marketing board – christened California Milk Processor Board , hired Goodby, Silverstein & Partners to come up with a campaign to market milk to the masses. Out of this exercise came the most successful and longest-lasting campaign of the CMPB – Got Milk?
The first advertisement ran on October 29, 1993 and was directed by Michael Bay.
The ad was at the top of the advertising industry's award circuit in 1994.
The ads would typically feature people in various situations involving dry or sticky foods and treats such as cookies and peanut butter. The person then finds himself in an uncomfortable situation due to a full mouth and no milk to wash it down. At the end of the commercial the character would look sadly to the camera and boldly displayed would be the words, "Got Milk?".The campaign’s immense popularity is also attested by the fact that countless celebrities from different walks of life have been willing to endorse the ads and appear in them.