THROWBACKS THE FUCKERY!

The "Got Milk?" campaign was created to revive milk consumption in California and nationwide:

Milk sales were declining.

In the early 1990s, milk sales were dropping in California and across the country.

Consumers knew milk was good for them

The milk industry had spent the 1980s promoting milk's calcium and protein benefits. However, consumers didn't seem to care.

The campaign's goals

The campaign's goals were to:

Appeal to younger audiences.

Change behavior so people would think about buying milk before they ran out.

Trigger feelings of deprivation in consumers' homes

The campaign's strategy was to:

Use a "deprivation strategy" to remind consumers of the anxiety and disappointment that comes when milk isn't available.

Highlight the consequences of going without milk, such as not being able to enjoy a bowl of cereal.

Tap into scarcity, which triggers a sense of urgency and motivates people to prioritize scarce resources.

Create a perception of exclusivity and value by presenting milk as scarce. Evoke emotions that resonate with consumers' everyday experiences, such as nostalgia .

Use a simple yet powerful tagline, "Got Milk?", that became ingrained in popular culture.

The campaign was funded by:

The California Milk Processor Board (CMPB), a nonprofit marketing board funded by dairy processors

MilkPEP, the national arm of milk processors

State and federal agencies

Dairy farmers