| posted by

Ads We Like: humorous new ‘Got Milk?’ ads focus on younger, more diverse audience

got milk? | Diner

The California Milk Processor Board (CMPB), which owns the iconic ‘Got Milk?’ trademark, is launching a new phase of the long-running campaign, ‘You Can Always Count on Milk’ that utilizes kids to great effect and is designed to appeal to millennial families throughout California.

The CMPB, together with lead agency-of-record Gallegos United, today (July 11) is launching the new $16m, statewide advertising initiative. The campaign, with both English and Spanish-speaking spots, highlights the everyday challenges kids face in their lives, using a comedically honest tone that’s just as fitting for adults.

In one spot, kids are seen at a table, talking over the rough days they’ve had. One girl states how tough her time at ‘Take Your Kid to Work Day’ was for her, while another laments the diorama she had to make for class. The third nails his rough day by stating that he got cast as a fence in the school play, then states that his allowance negotiations are being low-balled. They all commiserate over glasses of cold milk, brought by a sympathetic and familiar server. In a six-second spot, a kid with a glass of milk by a jukebox states, flat out, that he doesn’t trust any man who doesn’t drink milk.

Two Spanish language spots show similar tough days for kids. In one, two kids observe their friend being fawned, hugged and pinched by overly-friendly relatives, much to the chagrin of the lovingly mauled child.

The spots illustrate that no matter how tough daily life can get for the average kid, milk is the one thing they can continue to count on.

‘You Can Always Count on Milk’ is the first campaign for Gallegos United, and partner agencies Rox United and Canvas United, following the CMPB’s decision to consolidate advertising agencies in early 2018 to better focus on all California which is more diverse than ever within millennial households, which are led by the growing multicultural audiences, a key growth segment.

The campaign is backed by plenty of information on the Got Milk? website.

“California is a complex market, one that is rapidly evolving on a number of fronts, from demographics and media landscape to technology and lifestyle,” said Steve James, executive director of the CMPB. “As a result, what it means to be a Californian has evolved since the ‘Got Milk?’ campaign was launched 25 years ago. As one of the most diverse states in the US, our future success lies in reaching consumers through culturally-attuned campaigns that connect and resonate with what it means to be a Californian today.”

Added chief executive officer of Gallegos United, John Gallegos: “Today’s culturally diverse consumer straddles multiple cultures, not just ethnicity. For milk, our strategy is to take a consumption-based focus and lean into it to create strategies and creative that are more culturally attuned for the composition of today’s families, enabling us to resonate with the entire California market to drive growth.”

The ‘You Can Always Count on Milk’ campaign will touch all California consumers and advertising will be unified across all segments with English and in-language communications in Spanish, Chinese, Korean and Tagalog.

Agency: 
Gallegos United
Brand: 
California Milk Processor Board

The California Milk Processor Board (CMPB), creator of the iconic ‘Got milk?’ statement, is launching a new phase of the long-running campaign, ‘You Can Count on Milk’ that utilizes kids to great effect and is designed to appeal to millennial families throughout California.

The CMPB, together with lead agency-of-record Gallegos United, today (July 11) is launching the new $16-million-dollar, statewide advertising initiative. The campaign, with both English and Spanish-speaking spots, highlights the everyday challenges kids face in their lives, using a comedically honest tone that’s just as fitting for adults.

In one spot, kids are seen at a table, talking over the rough days they’ve had. One girl states how tough her time at ‘Take Your Kid to Work Day’ was for her, while another laments the diorama she had to make for class. The third nails his rough day by stating that he got cast as a fence in the school play, then states that his allowance negotiations are being lowballed. They all commiserate over glasses of cold milk, brought by a sympathetic and familiar server. In a six-second spot, a kid with a glass of milk by a jukebox states, flat out, that he doesn’t trust any man who doesn’t drink milk.

Two Spanish language spots show similar tough days for kids. In one, two kids observe their friend being fawned, hugged and pinched by overly-friendly relatives, much to the chagrin of the lovingly mauled child.

CLIENT:
California Milk Processor Board (got milk?)
Executive Director – Steve James
 
ADVERTISING AGENCY:
Gallegos United
Chief Creative Officer / Co-President – Harvey Marco
Chief Strategy & Engagement Officer / Co-President: Andrew Delbridge 
Executive Creative Director – Dino Spadavecchia
Creative Director – Sharon Cleary
ACD/Art Director – Aaron Onsurez
Copywriter – Jeb Quaid
Group Director – James Kulp
Account Executive – Carol Carlos
Director of Communications Planning – Angel Xie
Director of Strategy – Catarina Goncalves
Account Planner – Megan Muetterties
Social Media Director – Aldo Chuc
Social Media Manager - Noor El-Annan
Jr. Social Media Manager – Chris Adams
 
PR AGENCY:
ROX United
President - Roxana Lissa
Managing Director - Victoria Capelli
 
 
DIGITAL AGENCY:
CANVAS United
Director of Strategy - Tanya Elshahawi
Creative Director – Taua Baccarin
 
INTEGRATED CONTENT PRODUCTION:
LUNA United
Head of Integrated Production – Adrian Castagna
Executive Producer – Ramon Nuñez
Jr. Producer – Ingrid Ruiz
Post Producer – Colby Eaton
Jr. Post Producer – Rob Romero
Digital Editor – Doug Scott
Assistant Editor – Alexa Vallejo
Social Director – Jerry Digby
Photographer – Najee Smith
 
PRODUCTION COMPANY:
O Positive
Director – Brian Billow
Executive Producer – Ralph Laucella
Executive Producer – Marc Grill
Head of Production – Fran Borden
Producer – Craig Repass
 
POST PRODUCTION:
Cabin Editing Company: 
Editor – Chan Hatcher
Producer – Liz Lydecker
Managing Director – Carr Schilling
 
The Mission:
Patrick Ferguson - VFX Supervisor
Joey Brattesani - Flame Artist
Todd Mesher - Flame Artist
Kristina Thoegersen - VFX Producer
Jessica Locke - Executive Producer
Michael Pardee - Managing Director
 
LIME Studios:
Rohan Young, Matt Miller - Audio Mixer
Ben Tomastik, Lisa Mermelstein - Audio Assistant
Megan Hernandez - Producer
Susie Boyajan - Executive Producer
 
Music Composition:
KBV MUSIC NYC
Composers – Tony Verderosa, Philippe Saisse, Tim Mosher.
 
Color:
CO3 LA
Colorist - Siggy Ferstl
Color Producer - Matt Moran
 

 

Featured by The Drum

1