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California Board Revives Earlier Strategies in ‘Got Milk’ Campaign
LOS ANGELES–Drysville is quickly becoming a ghost town.
Goodby, Silverstein & Partners is abandoning its 9-month-old “Town Without Milk” campaign for the California Milk Processor Board and returning to its previous creative strategy. The change, requested by the Berkeley, Calif.-based client, comes on the heels of focus group results showing the “Town” ads–created under Goodby’s long-running “Got milk?” theme–have not boosted milk sales, said Jeff Manning, the board’s executive director.
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