Editor's Letter: It Takes More Creativity Than Ever for a Brand to Break Through

Take oat milk, for example

I was a teenager when celebrities like Tyra Banks, Dennis Rodman and the cast of Friends started posing with milk mustaches in print ads and the tagline “Got Milk?” became a cultural catchphrase. Two decades later, that glossy Goodby Silverstein & Partners campaign is retired, but I still associate milk with greatness. And I didn’t go a day without splashing it in my coffee until recently.

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This story first appeared in the June 17, 2019, issue of Brandweek.