'Got Milk' Explores E-Commerce | Adweek 'Got Milk' Explores E-Commerce | Adweek
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'Got Milk' Explores E-Commerce

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Billboard Sends Consumers to Online Store
LOS ANGELES--The California Milk Processor Board is jumping on the e-commerce bandwagon this holiday season.
No, the CMPB isn't selling milk on its Web site, but is touting a line of "Got milk?" branded products.
An outdoor ad from Goodby, Silverstein & Partners features a cute toddler sporting a "Got milk?" romper. Copy reads, "Available at gotmilk.com. Kid not included."
The ad targets mothers and grandparents, who do the most gift shopping, said Jeff Manning, director of the Berkeley, Calif.-based CMPB.
"The boards serve two purposes: It's good outdoor advertising [for the CMPB], and it drives people to the site," he said.
The billboard is running statewide through the end of January.
Items for sale online include "Got milk?"
T-shirts, aprons, even baby shower gift packs.
This is Goodby's second board for the Web site, which was created by SF Interactive, San Francisco. Last year's ad consisted of the Web address and the text, "Where cows and cyberspace collide."
"We've learned a lot over the course of the year," Manning said, noting that visits to the site have increased substantially since the boards went up. K