Since 1993, “Got Milk?” adverts have spread and are used by dairy boards beyond California.
In 2006, a campaign picked athletic sports and dance personalities to promote dairy’s healthy properties. Using the motto “Body by milk”, they parody the language of the fashion and music industries, suggesting celebrities’ sporting and musical achievements are a “collaboration” with milk.
World-renowned footballer David Beckham has been photographed for the “Body by milk” ads, as have ice skater Sasha Cohen and Yankees baseball player Alex Rodriguez.
New York advertisers Lowe may now be regretting, however, their choice of musician Chris Brown since his subsequent conviction in 2009 for assault on his then-girlfriend, pop star Rihanna.