• by Danielle Oster , Yesterday

The milk mustache is back.

The California Milk Processor Board (CPMB) is bringing back the “Got Milk?” look for the 30th anniversary of the widely recognized campaign.

“Got Milk” was originally developed by advertising agency Goodby, Silverstein & Partners in 1993, with the first milk mustache ads launching in 1994.

The anniversary campaign was created in collaboration with creative agency partner Gallegos United, sister agencies Rox United and Canvas United, and will run across the state.

Rather than the celebrity focus of the original campaign, the latest iteration invites audience participation from a new generation who may have never seen the original milk mustache ads ubiquitous in magazines, outdoor posters, and billboards in the ‘90s — both in front of, and behind, the camera.

The campaign features photography by a young, Los Angeles-based Mexican American photographer named Aldo Chacón, who CPMB says was “chosen for his ability to reflect the authenticity, diversity, and pride that define California today.”

Chacón’s work is featured in a series of portraits appearing in OOH ads across California. At the center of the campaign is the “Got Milk Photo Studio,” a traveling photo studio touring California, from San Diego to Sacramento. The “Got Milk Photo Studio” has transformed streets and parks at stops along its tour into pop-up studios where passers-by could get a milk mustache portrait taken, and receive their own printed poster.

The tour produced nearly 12,000 photos, with more than 1,000 posters printed and delivered so far. Rather than the typical OOH approach, the tour has resulted in people framing and displaying the posters at home. It also created what the campaign characterizes as “a living portrait of the state through the iconic milk mustache.”

The campaign includes more traditional OOH elements as well. A series of OOH installments, including billboards and wild postings, is running across the state. It also includes a dedicated 30th anniversary website and a series of ads on its Instagram page.