The Spot: Dairy Queen

Salma Hayek stars in a new bilingual 'Got milk?' campaign that covers its demographic bases while transcending them

How can you keep pace with an accelerating marketing ecosystem? Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from GatoradeMarriottAlo YogaCampbell'sUncommon James and more. Book now.

IDEA: MilkPEP's "Got milk?" campaign has had great success over the years telling moms that milk is nutritious and should be an essential part of their children's diet. Deutsch felt it was time to expand beyond a demographic focus to an occasionbased approach, based around the natural times of day to drink milk— beginning with the first meal of the day.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in