'Got Milk?' was an instant ad hit, but the California Milk Processor Board's broad thinking and tireless promotion efforts are what made the campaign an integrated marketing triumph.
Promoting a commodity such as beef or eggs can challenge even the most creative of PR teams to come up with an angle that excites consumers. These product categories may be refrigerator staples, but they hardly make good dinnertime conversation. Except for milk.
Since the inception of the California Milk Processor Board (CMPB) ...