What is so special about real dairy milk that other beverages want to leverage the name? Why do they want to be called “milk” in the first place? Those questions are at the center of a new series of creative ads for got milk? that launched this week. The series, titled “Everyone Wants to be Milk,” is from advertising agency GALLEGOS United and the California Milk Processor Board (CMPB) – creators of the famous got milk? brand.
Nowadays, it seems anything can call itself “milk.” In got milk?’s signature tone – fun and entertaining yet disarming – the animated videos encourage audiences to rethink what is real “milk.” The creative takes it further into the more ridiculous to poke fun of the “milk” craze and ultimately make the point that there is only one true milk: real dairy milk.
English-language, Spanish-language, and multi-language (including English, Spanish and Korean) :30, :15 and :06 videos will run in CTV as well as digital and social paid media throughout California. The campaign also includes a :45 video that will be live on owned social and digital platforms including gotmilk.com. Later this fall, it will extend to influencer and other digital expressions including an 8-bit digital game.
The new creative is an evolution of the “Get Real. Got Milk?” campaign, created by GALLEGOS United, that launched last year in California. It follows a series of other effective initiatives from the agency focused on understanding the complexity of this diverse market. Fueled in part by integrated campaigns that travel across audiences and media to create an outsized impact, milk consumption in California is steadily increasing. For the first time in a decade, YTD in 2023 the state is consistently outperforming the rest of the country.
Independent advertising agency GALLEGOS United has been CMPB’s advertising agency of record since 2005 for Hispanic marketing, and since 2017 as the sole lead agency for all marketing efforts inclusive of creative, media, PR, digital, social, influencer and activations as the client recognized that they needed an agency attuned to the changing demographics of their audience to lead their work.
“Our partnership with such forward-thinking clients like CMPB is no accident. Together, we are transforming attitudes and driving consumption of real milk for the total market of diverse consumers across California for this iconic brand,” said James Kulp, Executive Director, Head of Account Management at GALLEGOS United. “Through our tools we’ve been seeing the pendulum begin to swing back into dairy’s favor, with one example being trend setters in California beginning to question more what is in their alternative beverages and how ‘natural’ they really are. This new ‘Everyone Wants to be Milk’ campaign is designed to lean into and build upon this positive momentum for real milk.”
California Milk Processor Board (got milk?)
Executive Director – Steve James
Executive Creative Director – Pepe Aguilar
Executive Director, Head of Account Management – James Kulp
Sr. Account Supervisor – Angelica Rincon
Creative Director – Cristián Costa
Executive Strategy Director – Bryn Little
Chief Innovation Officer – Mark Lainas
Sr. Account Manager – Lainey Murphy
Strategist – Alyssa Eldredge
Oak Leaf Productions
President – Daniel Marin
Executive Producer – Ilene Kramer
Director of Business Affairs – Diane DeLisa
Head of Post Production – Dave Garcia
Post Producer – Rob Romero
Music Supervisor – Ryan Fitch
Tony Liu – Executive Creative Director
Chris Armstrong – Art Director
James Sweigert – Executive Producer
Matthew Primm – Executive Producer
Pip Malone – Head of Production
Dean Marchand – Senior Producer
Ryan Lacen – Line Producer
Anthony Baldino – Line Producer
Susie Kim – Producer
Mihta Garan – Associate Producer
Jon Rothstein – Production Coordinator
Nick Scandura – Production Coordinator
Songs For Film & TV
Chief Creative Director – David Fisher
Composer – K.S. Rhoads