As Dairy Alternatives Grow in Popularity, 'Got Milk?' Gets a Modern Makeover

When it comes to food marketing, it's hard to find a brand more iconic

In 1993, the California Milk Processing Board launched a campaign aimed at reminding people of the importance of milk. A video spot directed by Michael Bay showed a man obsessed with Alexander Hamilton. Photos of the founding father lined his walls, with a bust on his desk and the bullet that killed Hamilton in a glass case in the room. He’s listening to the radio, when the DJ poses the $10,000 question—Who shot Alexander Hamilton?—just as the man stuffs half of a peanut butter sandwich into his mouth.