Got Milk? (actually “got milk?” - no caps) is an American advertising campaign encouraging the consumption of milk. It was created for the California Milk Processor Board in 1993, and licensed for use by milk processors and dairy farmers.

The television ads featured people in various situations involving dry or sticky foods, such as peanut butter, cakes and cookies. The individual would usually find themself in an uncomfortable situation due to a full mouth and no milk to wash it down.

Following the success of “got milk?” in California, the national campaign added the "got milk?" logo to its "Milk Mustache" print ads in 1995. Celebrities sporting “milk mustaches” graced magazines and billboards across America from the mid-1990s into the early 2000s.

The first ad featured model Naomi Campbell. Since then, over 150 celebrities and athletes (including Michael Jordan, Whoopi Goldberg, Brooke Shields, Harrison Ford, Kermit the Frog, and even cartoon characters) have appeared with a strip of milk across their upper lip.

The goal was educating consumers on the benefits of milk; research on kids at the time showed that they viewed milk as a bland, boring staple. The milk mustache campaign was designed to make milk more interesting and emphasize its wholesomeness.

During the two decades that the “got milk?” campaigns aired, more than 70 (different) commercials ran on television in California alone, and some 350 “milk mustache” ads ran nationally in print and on TV.

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