Goodby, Silverstein and Partners were given the task of creating an advertising campaign for the California Fluid Milk Processors Board and what they created has been ripped off by more companies than I can count.
Here is a product with no brand. As stated in the documentary “Art&Copy”, if you ask someone their brand of milk, they’ll say 2%… the fat content is their brand.
How did they take a white liquid, packaged in a white container and create such a message? They told the truth!
Think back to some of those ads, they all were reminding us to have milk on hand.
Before Got Milk? there was, “Milk, it does a body good”. Sure it does, but it doesn’t feel that great to slug down a tall glass of ice cold milk after the 100 yard dash. The message may have been true, but the images were false.
I know that truth in advertising sounds like an oxymoron. Especially after 4 seasons of Mad Men. But if you’re interested in the history of some of our advertising pop culture check out Art&Copy. You’ll have to listen to a lot of pats on the back, but overall it was an interesting look at the advertising world.