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Since 1993, the slogan "got milk", created by advertising agency Goodby, Silverstein & Partners, has been one of the most memorable slogans of all time. That says a lot considering the slogan doesn't even talk about the product; in fact, it talks about the absence of the product.

The focus of the advertisements was simple, but memorable.

The ads would feature an individual, more often than not a celebrity, with a "milk mustache" with the words "got milk?" writtin above as if to say, "I drink milk -- do you?"

It's white, it's a commodity, it comes from the boobs of another animal, and despite being a household staple, sales of whole milk, in particular, had been declining for years despite milk companies taking about how healthy it is.

When the advertising campaign "got milk" was released in 1993, whole milk sales actually began to remain steady.

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.

As a result of its reversal on declining sales, its involvement with more celebrities than perhaps even the famed 2014 "water bucket challenge", got milk? is one of the most famous and influential campaigns in advertising history.

Don't compete — DOMINATE.

 

Matt Steffen

"Don't compete -- DOMINATE!"

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Matt Steffen was Listed by Forbes as the #1 Marketing Consultant Who Avoids the B.S.

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