"Got Milk?" - Cult Advertising or Failed Expenditure?

Milk is a generic product. Marketers of milk don't have many options to repackage, change color or basic product features. In such a condition, this case explores out what a marketer did to change perceptions about milk and whether the same was done successfully. This case study traces the origin and success of the famous "got milk?" Campaign which was started by the California Milk Processor Board (CMPB) in the early 1990's to check the decline in milk consumption in California. The campaign was very successful and later on its tagline was licensed by the National Milk authorities of U.S. A to induce people to consume more milk. This case exemplifies marketing of a product without changing the three P's of Product, Place or Pricing. The case discusses details of the Integrated Marketing Communications (IMC) strategy, co-branding, celebrity advertisements etc.