- For the 30th anniversary of the iconic “Got Milk” campaign, the California Milk Processor Board has embarked on a statewide tour that puts everyday people front and center.
- The campaign includes a traveling photo studio that has been venturing around the state, giving people the opportunity to pose with the iconic milk mustache on their upper lip for a photo. They can then have that photo turned into a frameable poster. Through the effort, the brand took nearly 12,000 photos and printed more than 1,000 posters.
- In addition to the average consumers, the campaign also took photos of community leaders around the state and turned those portraits into wild postings in high-traffic venues such as Dodger Stadium.
The activation was developed by agencies Gallegos United, Rox United and Canvas United, with photographs taken by Aldo Chacon, a young Mexican American photographer, whom the agencies felt was best able to capture the authenticity and diversity of today’s Californians.
The original milk mustache campaign was developed by the national Milk Processor Education Program in 1995. The campaign featured photographs of celebrities, many taken by Annie Liebowitz, with their upper lips coated in a white substance to highlight the very simple idea that milk was a healthy beverage.
The campaign used the line, “Got Milk,” which had been developed by agency Goodby Silverstein & Partners for the California Milk Processor Board for a separate, regional campaign two years earlier, as its tagline.
