20 Years of ‘Got Milk?’

How such a boring product got such a classic advertising campaign

Headshot of Jeff Goodby

—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.

Jeff Goodby is co-chairman and partner at Goodby, Silverstein & Partners.