Everyone Wants to be Milk

What is so special about real dairy milk that other beverages want to leverage the name? Why do they want to be called "milk" in the first place? Those questions are at the center of a new series of creative ads for got milk? The series, titled “Everyone Wants to be Milk,” is from advertising agency GALLEGOS United and the California Milk Processor Board (CMPB) – creators of the famous got milk? brand.

Nowadays, it seems anything can call itself “milk.” In got milk?’s signature tone – fun and entertaining yet disarming – the animated videos encourage audiences to rethink what is real "milk.” The creative takes it further into the more ridiculous to poke fun of the “milk” craze and ultimately make the point that there is only one true milk: real dairy milk.

English-language, Spanish-language, and multi-language (including English, Spanish and Korean) :30, :15 and :06 videos are running in CTV as well as digital and social paid media throughout California. The campaign also includes a :45 video that will be live on owned social and digital platforms including gotmilk.com.

The new creative is an evolution of the “Get Real. Got Milk?” campaign, created by GALLEGOS United, that launched in 2022 in California. It follows a series of other effective initiatives from the agency focused on understanding the complexity of this diverse market. Fueled in part by integrated campaigns that travel across audiences and media to create an outsized impact, milk consumption in California is steadily increasing. For the first time in a decade, YTD in 2023 the state is consistently outperforming the rest of the country.