—Jeff Goodby of Goodby, Silverstein & Partners wrote “got milk?”—one of the greatest marketing taglines ever. Here, he looks back at the campaign on its 20th anniversary.
It is perhaps the most boring product imaginable.
We have all tried it. Most of us already own some. There is very little to say about it.
Milk is not new. It is not improved. It is white.
And so it was that when the California Milk Processor Board first asked us to pitch their business in 1993, we were shockingly ambivalent. A number of us simply thought the product was inherently too boring.
