Got Milk?

Background

Got Milk? (stylized as got milk?) is an American health advertising campaign encouraging the consumption of milk and dairy products. Created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993, it was later licensed for use by milk processors and dairy farmers. Got Milk? launched in 1993 with the "Aaron Burr" television commercial, directed by Michael Bay. The national campaign, run by MilkPEP (Milk Processor Education Program) added the "got milk?" logo to its "Milk Mustache" ads beginning in 1995.

In January 2014, MilkPEP discontinued its Milk Mustache and "got milk?" advertisements, and launched a new campaign with the tagline "Milk Life". The "got milk?" campaign continues in California and the "got milk?" trademark is being licensed to food and merchandise companies for U.S. and international sales. The campaign has led to increased milk sales in California, although not nationwide.

In 2020, MilkPEP revived the campaign in light of increased sales during the COVID-19 pandemic to encourage people to consume more milk and dairy products during pandemic.

Tag (October 29, 1993-)

Visuals: On a black background, there is the white text "got milk?" in the Phenix American font.

Variants:

Sometimes the logo will be inverted. This is mostly seen in their later commercials.
Some commercials will promote chocolate milk instead. As a result, the logo instead says "got chocolate milk?".
- On a Powerpuff Girls commercial promoting chocolate milk, a straw appears from the top-right corner and slurps up the slogan.
The SpongeBob advertisement has the word "CHOCOLATE" crudely drawn in.
On the kid-inspired commercials, the Got Milk? logo is in a crayon-like font. One of these commercials has the logo written as "got Milk!" instead, with an exclamation point replacing the question mark.

Technique: A digital graphic; possible live-action for the kid-inspired variants.

Audio: Usually, the commercial's announcer (ocassionally a random character like Mojo Jojo from The Powerpuff Girls) says either "Got milk?" or "Got chocolate milk?".

Audio Variants:

On the Powerpuff Girls advertisements, it has the main theme of the show.
On the aforementioned SpongeBob advertisement, it's the last few seconds of "Puka A".
On the kid-inspired commercials, a child whispers "Got milk.....", acommpanied by a stock rooster crowing sound on one of them.
Later commercials use the last few seconds of the commercial.
The Super Mario 64 commercial has Mario saying "Okie-dokie!" instead of the slogan being read aloud.

Availability: Can be seen on most of the Got Milk advertisements, starting with Aaron Burr.

Legacy: This slogan is an international icon, and the phrase has been parodied more than any other ad slogan, making it one of the most recognizable health advertising campaigns ever.