CMPB Goes to High School Teens to Develop Advertising Campaign
It started off with a simple question, "Who shot Alexander Hamilton?" A history buff gets a random phone call from a radio DJ conducting a $10,000 contest. His mouth stuffed with a peanut butter sandwich but with no milk to wash it down, the contestant answers "Aaron Burr" correctly but inaudibly. With time running out, the DJ hangs up. Debuted in 1993, this first television ad by the California Milk Processor Board (CMPB) ends with two words that have now become a part of American pop culture, GOT MILK? Today, GOT MILK? is still as popular as ever and, as it celebrates its 15th anniversary this year, the CMPB wants to share its history and successes with young people who are interested in the field of advertising. This month, it is challenging Junior Achievement students in northern, central and southern California to create a campaign idea for what could be next for got milk?.
"We are thrilled to pass down everything we've learned over the past 15 years to young people who may just be advertisers themselves someday," says Steve James, executive director of the CMPB. "GOT MILK? started out as an idea, and what an idea it has become! I can't wait to see what kinds of concepts the students create for the next GOT MILK? campaign."
To successfully execute this program, GOT MILK? has partnered with Junior Achievement, a non-profit organization that brings the real world to students through hands-on curriculum. Starting the week of Sept. 22, GOT MILK?'s six-week advertising course will be taught at three California high schools: Amador Valley High School in Alameda County, Orange High School in Orange County and Center for Advanced Research and Technology (CART) in Fresno County. Junior and senior students will learn about the GOT MILK? brand and the principles of advertising. Each school will form a mock advertising agency responsible for conducting research, writing strategic plans and interacting with clients. Pure Digital Technologies has generously donated ten new Flip Video Mino Camcorders for the students to capture their research and chronicle their development of a TV, print or online campaign from idea to conception. All this practice will ultimately help them pitch their concept for the next GOT MILK? advertising campaign.
"All of the students are winners already because they will learn life skills that they can take with them for the rest of their lives," says Joanie Thomas, Junior Achievement teacher at Amador Valley High School. "They are getting a once-in-a-lifetime opportunity to learn from the best and brightest minds in the field."
In mid-November, student representatives from the three schools will have the opportunity to travel all-expenses paid to San Francisco to present their ideas to longtime GOT MILK?'s ad agency Goodby, Silverstein & Partners. The school with the best concept will win statewide bragging rights and a prize worth $2000 for the class.
"The kids are just as excited about the trip as they are about the prize," says Brett Rosander Junior Achievement teacher for CART. "Many students have never even left their hometown so this is an opportunity for them to visit another city while getting a glimpse of what it's like to pitch a real advertising firm."
Teachers and students at the three high schools say they can't wait to start this project. Administrators from Junior Achievement appreciate the unprecedented level hands-on commitment GOT MILK? has dedicated to make this unique program possible for California teens who are eager to take on this one-of-a-kind challenge.
"We're grateful for having been chosen as one of three participating schools in the state," says Ed Hansbury, instructor at Orange High School. "GOT MILK? is legendary and so will my students be after they finish this project."
GOT MILK? will launch its advertising course the week of Sept. 22 in the following schools:
Amador Valley High School, Pleasanton
Sept. 23 12:30 p.m. - 2 p.m.
Orange High School, City of Orange
Sept. 25 10:30 a.m. - 12 Noon
Sept. 26 1:30 p.m. - 3 p.m.
For more information on the GOT MILK? campaign, visit www.gotmilk.com.