• by July 9, 2002

Few people knew who shot Alexander Hamilton until the California Milk Processor Board (CMPB) launched the now famous GOT MILK? campaign in October 1993. "Aaron Burr," or "Awooon Buuuhh," was immortalized by the history fanatic in the first and best known GOT MILK? commercial.

Breaking with conventional wisdom, the spot will air again in California starting July 9th, 2002. Treating fans to a dose of campaign nostalgia, the CMPB will also make the spot available for national distribution.

"Aaron Burr" was developed in 1993 by longtime CMPB advertising partner Goodby Silverstein & Partners and directed by Oscar-nominated Hollywood director, Michael Bay ("Pearl Harbor" and "The Rock"). "Aaron Burr" was the first in a series of remarkable ads that introduced GOT MILK? to audiences nationally and helped resuscitate milk sales after a 20 year slump. After years of "good for you" advertising, "Aaron Burr" turned the ad world upside down by dramatizing the dire consequences of having a mouth full of peanut butter and no milk.

"Aaron Burr" dominated the industry's award circuit and earned the advertising industry's most prestigious accolades, including three Gold CLIOs and a Gold EFFIE. In 2002, "Aaron Burr" was named 1 of 10 best ads of all time by a USATODAY.com poll. It has been featured in numerous books on advertising and is being used in case studies at top-flight MBA programs around the country.

"'Aaron Burr' is as relevant today as it was nine years ago," says Jeff Manning, CMPB executive director. "That 'in-your-mouth' terror of running out of milk -- captured so well by this spot -- is just as real."

The spot opens on an American history buff stuffing a huge peanut butter sandwich into his mouth and listening to a classical music radio channel. The DJ announces a $10,000 trivia question, "Who shot Alexander Hamilton?" The camera pans an apartment filled with memorabilia from the famous duel, including a portrait of Burr and the actual bullet preserved in a glass curio. Mouth crammed and unable to respond, the pitiful history buff reaches for the milk only to find it empty. Desperate, he can only mutter "Aaaawon Buuuuhh." The spot ends with the now familiar "GOT MILK?"

"What's remarkable about Aaron Burr is that people still remember every detail so vividly," adds Manning. "The time is right to bring it back."

GOT MILK? has over 90% awareness nationally and the tag line has been licensed to dairy boards around the country since 1995. "GOT MILK?" is a powerful property and has been licensed on a range of consumer goods including Barbie dolls, Hot Wheels, baby and teen apparel and kitchenware.