The California Milk Processor Board is a nonprofit marketing board

Marketing board

A marketing board is an organization created by many producers to try to market their product and increase consumption and thus prices. They most commonly exist to help sell farm products such as milk, eggs, or beef and are funded by the farmers of those crops. Marketing boards often also receive...

 funded by California dairy

Dairy

A dairy is a business enterprise established for the harvesting of animal milk—mostly from cows or goats, but also from buffalo, sheep, horses or camels —for human consumption. A dairy is typically located on a dedicated dairy farm or section of a multi-purpose farm that is concerned...

 processors, and administered by the California Department of Food and Agriculture

California Department of Food and Agriculture

The California Department of Food and Agriculture , is a cabinet-level agency in the government of California. Established in 1919 by the California State Legislature and signed into law by Governor William Stephens, the Department of Food and Agriculture is responsible for ensuring the state's...

, most famous for its Got Milk?

Got Milk?

Got Milk? is an American advertising campaign encouraging the consumption of cow's milk, which was created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993 and later licensed for use by milk processors and dairy farmers. It has been running...

 advertising campaign.

The organization was created in 1993 to counter falling sales of milk as Americans switched to soft drink

Soft drink

A soft drink is a non-alcoholic beverage that typically contains water , a sweetener, and a flavoring agent...

s, health drinks

Healthy diet

A healthy diet is one that helps maintain or improve general health. It is important for lowering many chronic health risks, such as obesity, heart disease, diabetes, hypertension and cancer. A healthy diet involves consuming appropriate amounts of all essential nutrients and an adequate amount of...

, and other beverages.

The board is separate from the California Milk Advisory Board, which created the Happy Cows campaign and represents California's dairy families.

Promotions

In 1993, the Board launched its most successful and longest-lasting campaign, "Got Milk?". Designed initially by Goodby, Silverstein & Partners, the campaign is intended to convince current milk-drinkers to consume more milk.

In 2008, the Board launched the "White Gold" marketing campaign to appeal to teenagers, featuring a self-consciously fake rock band

Rock Band

Rock Band is a music video game developed by Harmonix Music Systems, published by MTV Games and Electronic Arts. It is the first title in the Rock Band series. The PlayStation 3 and Xbox 360 versions were released in the United States on November 20, 2007, while the PlayStation 2 version was...

 style commercial, with lead singer "White Gold

Joe Hursley

Joseph Hursley is an actor and musician living in Los Angeles, California.-Background:Hursley was born in Austin, Texas. His grandfather, Frank M. Hursley co-created the long running soap General Hospital. His father Greg Hursley is an architectural photographer and his mother, Kelle, is a nurse...

" performing with the "Calcium Twins".

In 2011, the Board was criticized for it's "Everything I do is wrong" campaign which critics claimed was bigoted. The board halted the campaign early, but enjoyed the negative publicity generated by launching a new site - www.gotdiscussion.org.

External links

• gotmilk.com - official Got Milk? site
• whitegoldiswhitegold.com - official site for White Gold
• cowabduction.com - CowAbduction.com "Alien Cow Abduction is a Serious Problem"