The American advertising agency Goodby Silverstein & Partners created the phrase "got milk?" for the 1993 California Milk Processor Board campaign. However, the ad agency thought the phrase was lazy, not to mention grammatically incorrect and almost did not become reality. The phrase did become very popular and was often parodied, but did little to increase the consumption of milk. Mostly liberal celebrities, sports figures, as well as fictional characters, got their upper lip "painted" white in mock milk fashion. It has gotten so phony there may not even be a glass of milk in the image while other ads suggest sex appeal over milk endorsement. The national campaign, run by the Milk Processor Education Program added the "got milk?" logo to its "Milk Mustache" ads beginning in 1995. In 2014, the phrase was officially dropped for a new tagline, "Milk Life," yet it continued to be used. Two years later the branding was used for a line of snack foods called "Got Milk Snacks." If the dairy farmers did not benefit, seems the celebrities did.
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