Have Milk? (styled like getting milk? ) is an American advertising campaign that encourages milk consumption, created by the Goodby Silverstein & amp; Partners for the California Dairy Processor Board in 1993, and then licensed for use by dairy processors and dairy farmers. Launched in 1993 with the now famous "Aaron Burr" television commercial, directed by Michael Bay. The national campaign, run by MilkPEP (Milk Processor Education Program) added "got milk?" logo to the "Milk Mustache" advertisement that started in 1995. In January 2014, MilkPEP stopped Milk Kumache and got milk? advertising, and launching a new campaign with the slogan "Milk Life". The "got milk?" campaign continues in California and "gets milk?" trademarks are being licensed to food and merchandise companies for US and international sales. This campaign is credited with the ever increasing milk sales in California, though not necessarily nationally.
Got milk? is one of the most famous commodity brands and influential campaigns in the history of advertising.
Video Got Milk?
History
This phrase was created by the US advertising agency Goodby Silverstein & amp; Partners. In an interview at Art & amp; Copy , a 2009 documentary focusing on the origins of well-known advertising slogans, Jeff Goodby and Rich Silverstein say that the phrase barely turns into an advertising campaign. According to the New York Times, people at Goodby, Silverstein "think it's lazy, not to mention the wrong grammar".
Ads will typically show people in a variety of situations involving dry or sticky foods and treats like cakes and cookies. The person will then find himself in an uncomfortable situation because his mouth is full and there is no milk to wash. At the end of the ad the characters will look sad to the camera and boldly displayed are the words, "Got Milk?"
Milk Got The First? advertisement aired nationwide on October 29, 1993, and featured an unfortunate historian (played by Sean Whalen) receiving a call to answer trivia questions worth $ 10,000 radio station (voiced by Rob Paulsen), "Who shot Alexander Hamilton in that famous duel ? " (Referring to the Burr-Hamilton duel). The man is shown to have the entire museum solely for the duel itself, packed with all artifacts. He answers the question correctly, says "Aaron Burr", but because his mouth is full of peanut butter bread and he does not have milk to wash, the answer is incomprehensible. DJ covered it. The ad, directed by future Hollywood director Michael Bay, was at the top of the advertising industry awards series in 1994. In 2002, the ad was named one of the top ten best ads of all time by USA Today poll , and run again nationally in the same year. Since then it has been featured in books about advertising and used in case studies.
The slogan "Got Milk?" was licensed to the National Milk Processing Education Program (MilkPEP) in 1995 for use in their celebrity print ads, which have since included celebrities from sports, media and entertainment, such as Britney Spears, Beyoncà © ©, Rihanna, Serena Williams, and Venus Williams, as well as fictional characters from TV, video games, and movies such as The Simpsons Batman Mario The Powerpuff Girls posing in sports print ads "Mustache milk", using slogan, "Where's your mustache?" The milk dummy campaign promoting the Super Bowl has also been featured on Friday, USA Today, featuring a single player from every Super Bowl team for players from the winning team in Monday's edition. It was not shown in 2014 because the advertising focus of the year was on the "Protein Fight Club" campaign that promoted the importance of eating breakfast with milk and the "Refuel: Got Chocolate Milk" campaign.
Former California Governor Gray Davis expressed his displeasure for one ad and asked if there was a way to remove it from the air. It featured two children who refused to drink milk because of their energetic next door neighbors despite not drinking it. He will use his wheelbarrow when suddenly his hand is broken because, without the consumption of milk, his bones are weak and fragile. The frightened children now screamed in terror and then began to inhale the liquid.
From 1994 to 2005, ads appeared in California aimed at Hispanic consumers, using the tag "Familia, Amor y Leche", made by Anita Santiago Advertising. In 2005, a Spanish campaign was given to the Grupo Gallegos ad agency, which changed the tagline to "toma leche" or "milk drink".
According to Milk Got? website, the campaign has more than 90% awareness in the United States and the tagline has been licensed to the dairy board across the nation since 1995. Got Milk? is a strong property and has been licensed on a variety of consumer goods, including Barbie dolls, Hot Wheels, baby and teen clothes, and kitchen utensils. The trademark line has been broadly parodied by groups fighting for various causes. Many of these parodies use similar ones rather than the ones actually used in the original Milk? advertisement. In 2005, California Dairy Processor Board created "Got Ripped Off?" posters featuring 100 of their favorite parodies from the slogan.
The voice that says "Have Milk?" in most national television commercials is the American veteran voice actor Denny Delk. Other narrators are sometimes used.
Anyone Have a Milk? advertising a variety of slogans to say, "Have Chocolate Milk?"
In February 2014, MilkPEP announced that it had suspended the slogan's license for its ad supporting a new slogan: "Milk Life". The California Milk Processor Board, the creator and trademark owner, continues to use it.
In 2016, the brand is used for a snack line called Got Milk Snacks. [4]
Maps Got Milk?
Related ads
Starting in 2011, the advertising campaign launched mainly attacked the soybean milk industry. The themes of this ad are comparable to Got Milk? advertising, but with messages like "native milk not made from beans and nuts" or "original milk does not require shaking".
Parodies and references
This slogan is a snowclone, which appears in various alternative versions on T-shirts and other advertisements. In 2007, the slogan has become an international icon, and the phrase has been parodied more than any other advertising slogan.
- For most of the California Dairy Processor Board has ignored the use of alternatives, although in 2007 it threatened the lawsuit against PETA for the dairy anti-dairy campaign, "Got Pus?", which began in 2002.
- In 2002, a Washington citizen appealed for a plaque labeled "GOTMILF". This plate was approved, but later canceled after the complaint was filed against him.
- In 2004, the slogan was imitated by artist David Rosen, with popular political design "Got Democracy?", in reaction to the Iraq War.
- In the episode of Psycho Therapy, Jake Morgendorffer, when his attempt to get a glass of milk was thwarted by his wife Helen, roars, "Got milk? Not Jakey! Shit!"
- In the episode of "Rick and Morty " M. Night Shaym-Aliens! ", Jerry Smith launched the 'Hungry for apple?' ad campaign, inspired by 'Got Milk', which got him fired.
- In 2015, the YouTube page for Hamilton musicals uploads a parody of "Who shot Alexander Hamilton?" advertisement where the person who eats peanut butter sandwich is played by Leslie Odom Jr., who plays Aaron Burr in the original Broadway show from the show. The video ends with a classic slogan on a black screen, parodied to read "get pregnant?"
- In 2016, singer Fergie released a music video for her song "M.I.L.F. $" which includes models parodying Got Milk ads, but with "got milf?"
- A large number of partners for the trademark "get milk?" has been created, such as "You need milk!" and "Get milk".
- In the episode of Roseanne , she throws milk at someone and reads the line.
- In the episode of Sister, Sister , Tamera finishes the last of the milk and sarcastically asks her sister when nothing is left for her cereal.
- In the episode of The Weird Al Show , there are two children who eat cereal and drink milk. The broadcaster keeps asking if they have it. They have lots of milk, but then some ninja go in and steal their milk, and throw some at them. The announcer laughed crazy just so he could ask, "have milk?"
References
See also
- Got Rice?
Further reading
- Gifford (2007). "Getting Milk? Ad Campaign From Around the World". InventorSpot.com .
External links
- Official website gotmilk.com
- Official website tomaleche.com
Source of the article : Wikipedia
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