The Milk Mustache Book (Abridged - Scholastic/55M): A Behind-The-Scenes Look at America's Favorite Advertising Campaign

by Jay Schulberg

The National Milk Mustache "got milk?" Campaign is one of the most recognized and respected advertising campaigns, having earned a place in advertising history. As the "umbrella" campaign for print, radio and TV advertising, as well as public relations, promotions and other initiatives, the "got milk?" message is one that's on everyone's lips across the U.S. Since its inception over 10 years ago, this fun and compelling message has helped boost awareness of the nutritional aspects of milk, and was the impetus to expand the availability of milk to more consumers than ever before.

Genres: Nonfiction, Photography

55 pages, Paperback

First published October 6, 1998

Reviews

[Jakob J. 🎃 · Rating 3 out of 5]

Annie Leibovitz isn’t returning my calls, so I don’t have a milk mustache portrait for you. I guess being #61 best reviewer on Goodreads for two consecutive months isn’t considered celebrity status. I may not be able to join the ranks of Billy Ray Cyrus, Hanson, and that kid from Jerry Maguire, but I had my ad copy ready to go:

”Ice cold milk is a great reverse chaser for a shot of Jack. I call it the Icy Hot. Whadya mean I can’t reference trademarked products? Whatever, let me tell ya, I’m thanking those 8 essential nutrients including calcium when I’m nursing a dislocated jaw and sitting down to write a banger of a Ninja Turtles review. Hey, why didn’t you ever use the Ninja Turtles for your campaign? They’re ‘90’s icons. Pizza and milk? Aren’t you trying to combat the soft drink industry? Speaking of which, Coca-Cola goes even better with Jack.”

Got Milk?

In spite of myself, trips down memory lane are cathartic, even though I wouldn’t have known who half these people were back when these milk ads were on every other page of every magazine for half a decade.

I haven’t looked into the rates of osteoporosis before and after Jonathon Taylor Thomas said “Hey girl, drink milk,” in Seventeen, but it should have been eradicated like polio, right?

Anyway, anything that brings me back to a time before my parents divorced, my friends started dying, and the world veered off into a darker timeline is a worthwhile respite. Take me back to the years I’m missin’, and bring the milk.

[Alice · Rating 5 out of 5]

I picked up The Milk Mustache Book from our library's used bookstore for $2.50, and I've gotta say that that was a steal. I was a kid when this campaign started, and it (along with the Got Milk? campaign) was EVERYWHERE. The school cafeteria had the posters on the walls, my friends would cut the ads out of magazines and show them off, and my mom would point them out to me in her magazines. This book was a fun walk through those memories, and I learned a lot about the campaign's background and behind the scenes stories. If you remember the milk mustache from your formative years, then this book is worth reading!

[Jessi · Rating 4 out of 5]

I saw this book in a meme group. I am, of course, old enough to vividly remember the ads, but I had no idea they made a book of them. I giggled my way through this whole thing. First, the nostalgia was overwhelming. Second, I was really amused and surprised by the misogyny and unhealthy dietary mindsets prevalent in these ads! I just remember the pictures, but gosh, some of the copy was TERRIBLE. And, I will confess, my tummy did the fluttery butterfly thing when I saw the Jonathan Taylor Thomas pic. Goodness, that guy was cute.

[Pikul Tybalt · Rating 5 out of 5]

I collect milk mustache ads and I bought the book and placed the ads in place of the pictures in the book. MUST BUY!!

[Jeannie · Rating 4 out of 5]

I'm really not big into advertising, but something about the "Got Milk" advertisements appealed to me so I started colleting the ads back in the 80s. I like the fact that anyone and everyone shows up in these ads. I now have a file folder (not to mention the book) full of celebrities with milk mustaches and what I intend on doing with them all - I have no idea.
The book tells a little about the campaign, then launches into photos with descriptive stories.

[Babette · Rating 4 out of 5]

This is a great book that explains how the advertising campaign was developed, but better yet provides pages of the ads themselves. It is fun to read the blurbs about each one and to gaze at the beautiful photos, taken by Annie Leibovitz.

[Karen · Rating 5 out of 5]

I think this is a really neat book! I picked it up at a garage sale and have really enjoyed it. I love to look at all of the people that have had their pictures taken for the "Got Milk" campaign.

[Kate Zirkle · Rating 5 out of 5]

Pretty cool book. Interesting to see all the people who have been in the milk mustache ads over the years.