Coffee-Table Campaign

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.” However, he decided to use the idea because putting milk mustaches on stars hadn’t been done before; otherwise, we might have seen an upside-down cow–one of the alternate ideas.
The paperback is aimed at teens, who collect the ads. It includes many famous campaign executions, as well as behind-the-scenes anecdotes.
“Some of the best things happened spontaneously, like with Eddie Van Halen,” he said of an ad in which the guitar legend dumps milk over brother Alex’s head. –Hank Kim