# Got Milk?

> Manning said California's milk slogan generated over $10 million in licensing revenue.

- Owner: California Milk Processor Board; MilkPEP licensed the slogan nationally
- Kind: Campaign
- Sector: Food & beverage
- Seed date: 1993-10-29
- Milestone date: Jun 1995
- Date basis: Documented milestone; not a measured attention peak. Dates use the stated precision; chart positions are date anchors.
- Spread Score: 42 (Notable, provisional), v1.3
- Mechanics: Catchphrase, Platform jump, Controversy, Pairing, Transgression

## Summary

California launched milk-deprivation ads in 1993. Licensing, celebrity ads, merchandise and parodies spread the phrase; MilkPEP retired it in 2014 and revived it in 2020. The peak anchor marks reported California awareness in June 1995.

## Timeline

- 1993-10-29 — California Milk Processor Board / Goodby, Silverstein & Partners (TV) — The first Got Milk? commercial aired, showing a history buff unable to say Aaron Burr with peanut butter in his mouth.
- By end of 1994 — California milk purchasers (Retail) — The AEF case reported California milk sales of 755 million gallons, up from 740 million the previous year.
- Jan 1995 — MilkPEP / Bozell / Bernie Hogya / Jennifer Gold Mantz (Press) — MilkPEP launched Bozell's separate paid milk-mustache print campaign, photographed by Annie Leibovitz.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/got-milk

Cite as: How It Spread (2026). “Got Milk?.” Case HIS-01621. Spread Score v1.3: 42/100. Updated 2026-10-23. https://howitspread.com/id/HIS-01621