There was major media hubbub earlier this year about the death of the "Got milk?" campaign. But while it's no longer being used nationally by the Milk Processor Education Program (MilkPEP), it's still very much alive in California, where it originated with the California Milk Processor Board.
And now, Goodby, Silverstein & Partners, which created the legendary tagline back in 1993, is launching new "Got milk?
" work in an unusual partnership with Grupo Gallegos, which created the "Toma leche" campaign—and acknowledging that milk sales have been in decline for years."Milk is losing relevance, and sales have been in decline as family life and diets have changed," GSP says. To reestablish milk as the right choice for families, the two agencies have partnered on a campaign "that highlights how a person's future self is determined by the nutritional choices he or she makes today—starting, of course, with milk."
The agencies are approaching California as one whole market to deliver bilingual work that appeals to all consumers, regardless of ethnicity. The campaign launched Wednesday with two spots, each airing in English and Spanish, that couldn't be more different.
"Champion," directed by Dummy's Harold Einstein, is an amusingly quirky set piece that takes place in a grocery store. "Brave," meanwhile, directed by Anonymous Content's Armando Bo, presents a much more emotional appeal by showing a firefighter rescuing a family.
"It's time to start addressing the California market on the basis of things we all share," GSP chairman Jeff Goodby said in a statement. "California consumers are extremely diverse, but when it comes to wanting what's best for our children and their future, we are one united front. This campaign embraces every parent's personal desire, which is preparing our children for a successful and healthy future." Credits below.