Advertising

What We Talk About When We Talk About “Milk”

Who needs mammals?

Outdoor ad in San Francisco for the California Milk Processor Board’s 2023 “Get Real. Got Milk?” campaign. Photo: Nancy Friedman

One of the most beloved and longest-running advertising campaigns in U.S. history made its debut 30 years ago with a short, conversational tagline: “Got milk?” The ads were notable for what they didn’t depict: no brand name, no product. Instead, the campaign, created for the California Milk Processor Board by San…