The California Milk Processor Board (CMPB), creator of got milk?, together with lead agency-of-record GALLEGOS United, today is launching âYou Can Count on Milk,â a new $16-million-dollar, statewide advertising initiative. Aimed at millennial families throughout California, the culturally-attuned campaign highlights universal truths about the everyday challenges kids face in their lives as seen through the lens of a demanding 9 to 5 blue-collar job, using a comedically honest tone. The creative spots â from back-to-back extra-curricular activities to overly-friendly, cheek-pinching relatives - illustrate that no matter how tough daily life can get for the average kid, milk â familiar, dependable and trustworthy - is the one thing they can continue to count on.
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