Tuesday, December 14, 2010

Got Milk? Time for the Sacred Cow to Die

It had its run, but it's been running since 1993. Lauded industry-wide, showered with awards and copied in countless, pointless, stupid parodies, the "got milk?" campaign from Goodby Silverstein & Partners is done. In it's original incarnation, the line was asked after someone was eating something that went well with milk. That made total sense. It has since morphed into a celebrity milk-mustache poster that reinforces the benefits of drinking milk. I say it's time to just get back to pairing milk with items that go very well with milk. You aren't drinking a glass of milk with a fruit salad. You aren't drinking a glass of milk after you work out. Please. It's not a diet food. It's not a refresher. It's milk, damnit. (And speaking of cow-themed campaigns that are way over, can someone please tell Chik-Fil-A's agency that the "Eat mor Chikin" thing is DONE.) And since the true measure of success for advertising is, "Did it sell more product?" the "Got Milk?" campaign should've been retired years ago. According to Wikipedia, "The campaign has been credited with greatly increasing milk sales in California, though not nationwide."

You don't need a clever tagline for milk. Milk is milk. It goes great with some things. So here are some posters I accidentally came up with when I downloaded a weird food font that had a piece of cake as one of the characters. This goes back to the original concept of the campaign, only even more straightforward than before. It's not a question. It's a statement of fact. Milk. Period.

And the next real estate agent who has "Got a Realtor?" as their slogan should be shot. And if you have a bumper sticker that asks me if I "Got Jesus?" I'm going to throw milk on your car.

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