The got milk?/Milk Mustache campaign is an integrated campaign that combines Public Relations, Advertising and Promotions.  The campaign was launched in January 1995, to educate women on the health benefits of drinking milk, by featuring Naomi Campbell, Christie Brinkley and Lauren Bacall as the first celebrities to don the now famous mustache.  During the last four years, the campaign expanded to educate all targets by continuing to combine the Milk Mustache icon with memorable nutritional nuggets to help Americans rethink their drink.  To date, more than 100 male and female stars and athletes have participated in ads running in newspapers, national magazines and outdoor venues nationwide. 
Having to generate fresh media stories for a five-year old campaign can be a public relations obstacle.  At the end of August we used public relations tactics to leverage the milk mustache ad of the four finalists from this summers’ hit show Survivor and the big winner Richard Hatch in his own milk mustache ad to reinvigorate the program with an incredible 236 million media impressions.
The PR objective:
  • Generate media impressions to deliver nutritional information about milk 
  • Promote the got milk?/Milk Mustache campaign
The PR strategies:
  • We pitched television producers and newspaper editors to cover our two Survivor got milk?/Milk Mustache ad releases
We generated unprecedented media coverage for the Survivor ad breaks – reaching more than 236 million people with our message.
Generated 330 newspaper stories including the entire front page of the New York Daily News and The New York Times, Washington Post, USA Today, Chicago Sun Times and The Boston Herald
Secured 358 television placements including local placements across the country and national placements on – The CBS Evening News, Entertainment Tonight, The Today Show, The Tonight Show, CNN, The CBS Early Show, E!, Inside Edition, Access Hollywood, Extra, Politically Incorrect, and The View
Total 236 million impressions – with a cost-per-thousand of $0.17