In October 1993, I was literally just a few days into being a teenager when one magical commercial taught me three important facts that stuck with me:
Yes, I am referring to the first-ever “Got Milk” commercial– this one.
For the next 20 years, I would eagerly flip through People Magazine to see the newest celebrity donning a milk moustache as the “Got Milk” campaign became – to me, at least – the most iconic brand campaign of all time (sorry “Like Mike!” and “I’m Going to Disneyland!”).
And I wasn’t the only one. According to the New Yorker, by the mid-‘90s, 91 percent of adults surveyed in the United States were familiar with the campaign. And – there was once even a “Got Milk?” Barbie!
But here’s the thing – despite being beloved and amongst the most effective branding campaigns of all time; apparently the campaign never technically sold more milk, says the University of Wisconsin Center for Dairy Profitability.
So, it was announced in recent weeks that “Got Milk?” has been “gotten” enough – and it’s over. It will be replaced with something called “Milk Life,” and I think this is the dumbest thing of all time!
Or is it…
Remember “New Coke?” Well, then aside from being old since I was too young to remember it, many experts theorize it was meant to fail – to remind us how much we love “Regular Coke.” So, could this just be milk’s wily way of getting our attention? Its way of making us demand our beloved campaign? Its way of getting us to buy milk to literally support the campaign?
I sure hope so.
Bonus – comment with your favorite and least-favorite “Got Milk?” celeb ads of all time. While Burr is up there, my fave has to be Buffy the Vampire Slayer’s series of ads, while least would have to be the ‘roided Mark McGwire ad (since we all know milk was not what was juicing him up!).