California Milk Processor Board: You Can Always Rely on Milk

CMPB launch fresh milk campaign through new agency of record, Gallegos United.

So how do you improve on ‘Got Milk?’–  one of the greatest, two-word taglines of all time, launched 25 years ago when the CMPB was created to increase the state’s milk consumption? Well you don’t is the answer. You just update it with a multicultural outlook as the slightly wordier ‘You Can Always Count on Milk’ campaign and run communications in Spanish, Chinese, Korean and Tagalog as well as English.

A series of four TV spots, augmented by digital, social and point-of-sale activations, will run on both English and Spanish-language networks and humorously leverage the kids-as-adults trope. In Diner, a trio of dryly cynical tots ape grown-up grumblers downing post-work beers, as they download the stresses of their days –“it was take your kid to work day; my dad’s a research analyst; you fill in the blanks” – over refreshing gulps of the white stuff.

It’s the first campaign for GALLEGOS United (formerly Grupo Gallegos), and partner agencies ROX United and CANVAS United, following the CMPB’s decision this year to consolidate ad agencies to better focus on California’s more diverse households and create more 'culturally-attuned' marketing.