How the "Got Milk?" tagline became "a piece of culture"

10/27/2013 | Adweek/AdFreak blog

Jeff Goodby of Goodby, Silverstein & Partners in this article explains the backstory of "Got Milk?" -- a tagline created for the California Milk Processor Board that has become "so ubiquitous ... that people don't think of it as a tagline anymore." The agency held a public "Got Milk?" exhibit this past week. "When something lasts 20 years in a very pure form, it reminds us all how much serendipity and chance contribute to what we like to think is a very orderly, brilliantly orchestrated process," Goodby writes.

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