During a brainstorming session, ad partner Jeff Goodby of Goodby Silverstein & Partners jotted down a tagline: “got milk.” Then he added a question mark. Or not being able to enjoy a bowl of cereal. Maybe it meant having trouble chewing a dry peanut butter sandwich or cookie. Rather than dwell on everything milk could do for them, they decided that television spots should highlight the consequences of going without milk. Instead, the ad agency Manning hired to revamp milk’s reputation focused on the complete opposite. But Manning realized they just didn’t care.
Milk industry advocates had spent much of the 1980s promising that “Milk Does a Body Good,” with an ad campaign focused on its calcium and protein benefits. Sales of milk were sagging both in California and nationwide. Shortly after he was hired as the executive director of the California Milk Processor Board, Jeff Manning had an epiphany.
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