Creativity

'Got Milk?' gets an overhaul in the hands of cute, disgruntled kids

Gallegos United evolves the famous campaign in the first brand work since winning the entire account

By I-Hsien Sherwood. Published on Jul 10, 2018

Editor's Pick

It's been 25 years since the California Milk Processing Board started asking consumers if they "Got Milk?" Now the tagline is fully in the hands of a new agency, and a rebranding of the campaign repositions the question away from a fear of missing out. Instead, a new platform, "You Can Always Count on Milk," leans into the ubiquity and dependability of a simple glass of milk.

The new spots, in both English and Spanish, feature a crew of kids with big problems who commiserate at the end of a long day with a cold drink. "The biggest consumers of milk have always been kids, so it was important to us to develop a campaign that leveraged them," says Harvey Marco, chief creative officer and co-president at Gallegos United.

After 12 years as CMPB's agency of record for the Hispanic market, the entire account was consolidated under Gallegos early this year. Previously, general market work had been created out of Goodby Silverstein and Partners. As new spots roll out, consumers will get a clearer picture of these kids lives and the familiar demands of school and parents. "I'm so slammed today," says one boy, as he leaves early to head to scouting and taekwondo.

The "Got Milk?" tagline had too much brand equity to jettison, Marco says, so it appears at the end of each spot, but its use has shifted from the heyday of the 1990s. "'Got Milk?' was developed around a deprivation strategy and deprivation isn't the issue," he says. "The market is radically different, and milk has to compete with all the alternatives, both within and outside of dairy." Consumption has been dropping, except among Hispanic and Asian markets, though total dairy consumption is up, due to strong sales of foods like cheese and yogurt.

The campaign drives viewers to an all-new website for gotmilk.com, which is full of nutrition advice and recipes. In addition to the new TV spots, the work is running on social, radio and in point-of-sale placements in more than 20 California markets. Non-TV assets are also running in Chinese, Korean and Tagalog.

In addition, a "Got Rewards?" loyalty program will launch during the next phase of the campaign.

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Credits

Date
Jul 10, 2018
Client:
California Milk Processor Board
Agency:
Grupo Gallegos USA
Executive Director:
Steve James
Chief Creative Officer/Co-President:
Harvey Marco
Chief Strategy and Engagement Officer/Co-President:
Andrew Delbridge
Executive Creative Director:
Dino Spadavecchia
Creative Director:
Sharon Cleary
Associate Creative Director, Art Director:
Aaron Onsurez
Copywriter:
Jeb Quaid
Group Director:
James Kulp
Account Executive:
Carol Carlos
Director, Communications Planning:
Angel Xie
Director, Strategy:
Catarina Goncalves
Account Planner:
Megan Muetterties
Social Media Director:
Aldo Chuc
Social Media Manager:
Noor El-Annan
Jr. Social Media Manager:
Chris Adams
PR Agency:
ROX
President:
Roxana Lissa
Managing Director:
Victoria Capelli
Digital Agency:
CANVAS
Director, Strategy:
Tanya Elshahawi
Creative Director:
Taua Baccarin
Integrated Content Production:
LUNA
Head of Integrated Production:
Adrian Castagna
Executive Producer:
Ramon Nuñez
Jr. Producer:
Ingrid Ruiz
Post Producer:
Colby Eaton
Jr. Post Producer:
Rob Romero
Digital Editor:
Doug Scott
Assistant Editor:
Alexa Vallejo
Social Director:
Jerry Digby
Photographer:
Najee Smith
Production Company:
O Positive
Director:
Brian Billow
Executive Producer:
Ralph Laucella
Executive Producer:
Marc Grill
Head of Production:
Fran Borden
Producer:
Craig Repass
Post Production:
Cabin Editing Company
Editor:
Chan Hatcher
Producer:
Liz Lydecker
Managing Director:
Carr Schilling
Visual Effects Supervisor:
Patrick Ferguson
Flame Artist:
Joey Brattesani
Flame Artist:
Todd Mesher
Visual Effects Producer:
Kristina Thoegersen
Executive Producer:
Jessica Locke
Managing Director:
Michael Pardee
Audio Mixer:
Rohan Young
Audio Mixer:
Matt Miller
Audio Assistant:
Ben Tomastik
Audio Assistant:
Lisa Mermelstein
Producer:
Megan Hernandez
Executive Producer:
Susie Boyajan
Music Composition:
KBV Music
Composer:
Tony Verderosa
Composer:
Philippe Saisse
Composer:
Tim Mosher

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