'got milk?' Celebrates 20th Anniversary

2013 marks the 20th anniversary of "got milk?" and the advertiser and agency behind the ubiquitous tagline have a new take on the same old milk. The campaign encourages people to make milk the “bedtime drink” for proper sleep and for positive, lasting dreams. 

 

Directed by Jeff Goodby himself, Co-chairman/Creative Director of Goodby Silverstein & Partners, the work is designed to remind you that Mom was right. Milk just might be the perfect bedtime drink. 

 

 

 

In addition to the television spots, on April 22nd, the California Milk Processor Board will unveil digital bus shelters, in San Francisco, that will make people yawn, the ultimate sign for the bedtime drink.  At the end of the series of yawn images, a call to action ensues, inviting sleepless folks to call a dedicated “sleep hotline” at 1-855-MILK-ZZZZ.  Consumers can choose from a series of options to help them go to bed – from the world’s most boring man reciting the number pi, to hearing a lullaby to listening to the soothing chants of a meditating monk, among others, all brought to them by the “bedtime drink, GOT MILK?”

 

Online, humorous radio dream spots complementing the TV ads will also run on Pandora in the evening. The radio spots will feature five typical dream-like scenarios.  After 8 p.m., online banners will appear on sites like Hulu, About.com and You Tube to remind consumers that, “It’s time for the bedtime drink.”   

 

Credits

 

Executive Director, California Milk Processor Board: W. Stephen James

Co-Chairman/Partner: Jeff Goodby

Associate Creative Director: Kate Catalinac

Copywriter: Mitch Gage

Art Director: Kristin Graham

Director of Broadcast Production/Associate Partner: Cindy Fluitt

Broadcast Producer: Conor Duignan

Executive Interactive Producer: Margaret Brett-Kearns 

Interactive Producer: Cassie Gomrick 

Managing Partner: Robert Riccardi

Account Director: Meredith Williams

Assistant Account Manager: Laura Fraser

Group Brand Strategy Director: Bonnie Wan

Senior Brand Strategist: Hennrietta Probert

Director of Communication Strategy: Christine Chen

Sr. Communications Strategist: Nancy Jeng

Communication Strategist: Fiona Su

Jr. Communication Strategist: Ursula Meeks-Wagner 

Business Affairs Associate Manager: Heidi Killeen