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On Wednesday, Ballantine Books will release The Milk Mustache Book–proof that big ideas don’t always come from the corner office.
In 1994, Bozell Worldwide decided to take a chance on an idea from a young copywriter, Jennifer Mantz, who decided to put a milk mustache on everyday people, recalled chief creative officer Jay Schulberg.
The National Fluid Milk Processor Promotion Board liked the concept, with one proviso: Use celebrities. Schulberg was skeptical: “I thought the use of celebs was the last refuge of tired brains.”
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