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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. "Breakfast is the most significant and ritualized occasion for consuming milk," said Greg DiNoto, chief creative officer at Deutsch.