California Milk Processor Board

Everyone Wants to be Milk

Agency: GALLEGOS United


What is so special about real dairy milk that other beverages want to leverage the name? Why do they want to be called "milk" in the first place? Those questions are at the center of a new series of creative ads for got milk? The series, titled “Everyone Wants to be Milk,” is from advertising agency GALLEGOS United and the California Milk Processor Board (CMPB) – creators of the famous got milk? brand.

Nowadays, it seems anything can call itself “milk.” In got milk?’s signature tone – fun and entertaining yet disarming – the animated videos encourage audiences to rethink what is real "milk.” The creative takes it further into the more ridiculous to poke fun of the “milk” craze and ultimately make the point that there is only one true milk: real dairy milk.

English-language, Spanish-language, and multi-language (including English, Spanish and Korean) :30, :15 and :06 videos are running in CTV as well as digital and social paid media throughout California. The campaign also includes a :45 video that will be live on owned social and digital platforms including

The new creative is an evolution of the “Get Real. Got Milk?” campaign, created by GALLEGOS United, that launched in 2022 in California. It follows a series of other effective initiatives from the agency focused on understanding the complexity of this diverse market. Fueled in part by integrated campaigns that travel across audiences and media to create an outsized impact, milk consumption in California is steadily increasing. For the first time in a decade, YTD in 2023 the state is consistently outperforming the rest of the country.

This professional campaign titled 'Everyone Wants to be Milk' was published in United States in August, 2023. It was created for the brand: California Milk Processor Board, by ad agency: GALLEGOS United. This Content and Digital media campaign is related to the Soft Drinks industry and contains 2 media assets. It was submitted 8 months ago by VP: Naylet Aguayo of DiGennaro Communications.


Client: California Milk Processor Board (got milk?)
Executive Director: Steve James

Advertising Agency: GALLEGOS United, United States
Executive Creative Director: Pepe Aguilar
Executive Director, Head of Account Management: James Kulp
Sr. Account Supervisor: Angelica Rincon
Creative Director: Cristián Costa
Executive Strategy Director: Bryn Little
Chief Innovation Officer: Mark Lainas
Sr. Account Manager: Lainey Murphy
Strategist: Alyssa Eldredge

Production Agency: Oak Leaf Productions, United States
President: Daniel Marin
Executive Producer: Ilene Kramer
Director of Business Affairs: Diane DeLisa
Head of Post Production: Dave Garcia
Post Producer: Rob Romero
Music Supervisor: Ryan Fitch
Sound Engineer: Daniel Willy

Production Company: Laundry Studios, United States
Tony Liu: Executive Creative Director
Chris Armstrong: Art Director
James Sweigert: Executive Producer
Matthew Primm: Executive Producer
Pip Malone: Head of Production
Dean Marchand: Senior Producer
Ryan Lacen: Line Producer
Anthony Baldino: Line Producer
Susie Kim: Producer
Mihta Garan: Associate Producer
Jon Rothstein: Production Coordinator
Nick Scandura: Production Coordinator

Music Company: Songs For Film & TV, United States
Chief Creative Director: David Fisher
Composer: K.S. Rhoads


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