The three-word campaign launched in 1993 was “Got Milk?” The California Milk Processor Board commissioned the campaign, and Goodby Silverstein & Partners created the advertising.
Early commercials often showed people surrounded by dry foods or facing a sticky problem, only to discover that they had no milk. Print advertisements then made the milk moustache a recognizable visual device, frequently featuring actors, athletes, musicians, and other public figures.
The campaign is sometimes confused with “Milk Does a Body Good,” an earlier national milk slogan. “Got Milk?” was distinctive because it focused on the sudden inconvenience of not having milk rather than presenting a broad nutritional claim. Its concise question became one of the best-known advertising lines of the 1990s.