Goodby, Silverstein & Partners—which created the original "Got Milk?" campaign in 1993—are taking the California Milk Processor Board brand digital, launching a new Mother's Day campaign today on Facebook and Twitter.
Through Sunday, they are creating custom short songs for people who post about why they love their mom using the #SongsForMoms hashtag.
"One thing we've found with milk is that there definitely is an association there with moms, so we saw this as an opportunity to thank those moms," said Andrew Livingston, GS&P's senior art director.
GS&P is on the hunt for funny and emotional posts about moms to respond to with 45- to 90-second songs. The clips are first uploaded to SoundCloud and then pushed to social media.
While Mother's Day campaigns typically conjure up soft, pink images, GS&P's creative director Kate Catalinac said this campaign is intended to play up the humorous side of the brand. "Just because it's a Mother's Day idea doesn't mean that it has to be fluffy and pink—it has to really show the fun side of milk and that there is a personality there," she said.
The goal is to churn out a total of 200 songs through Mother's Day Sunday, and a few lucky snippets will be played live on California radio stations. Based on tests the agency has already run, some of the clips can be put together as quickly as 10 minutes.
GS&P has also enlisted Ray Parker Jr.—perhaps best-known for 1984's Ghostbusters theme song—to record songs. "Who else are you going to call, right?" Livingston said. "For a certain generation, he is one of those musicians that a lot of our moms listen to."
The campaign is part of a broader strategy to make milk a more digital brand, particularly on platforms like Facebook, where mothers spend time. "We want to especially be where moms are because they are the gatekeepers of the family dinner table, refrigerator, grocery visit, you name it—this is all part of that same effort to reach our consumer where she is," said California Milk Processor Board executive director Steve James.
Take a listen to some of the first songs below:
Ad Agency: Goodby Silverstein & Partners
Client: Califonia Milk Processing Board
Title of Creative Work: #SongsForMom
California Milk Processing Board
CMPB Executive Director: Steve James
Executive Creative Director/Partner: Jeff Goodby
Creative Director: Kate Catalinac
Art Director: Andrew Livingston
Copywriter: Simon Bruyn
Director of Broadcast Production: Tod Puckett
Music Producer- Todd Porter
Executive Interactive Producer: Mark Longust
Associate User Experience Manager: Patrick Wong
Account Director: Meredith Williams
Assistant Account Manager: Michelle Farhang
Brand and Communication Strategy
Group Brand Strategy Director: Kelly Evans-Pfeiffer
Brand Strategist: Gabriella Svensk
Group Communication Strategy Director: Christine Chen
Senior Communication Strategist: Nicole Richards
Communication Strategist: Ursula Meeks-Wagner
Director of Business Affairs: Bess Cocke
Business Affairs Manager: Heidi Killeen
Senior Broadcast Traffic Manager: Edgar Ornelas
Original Music by- Score -A-Score, Ray Parker Jr.