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LANDMARKS;THE WEEK OF NOVEMBER 18,1996;THE BIG PUSH; MILK-DEPRIVED AND DEPRAVED

Published on .

Even after more than three years and $200 million in advertising, the California Milk Processor Board has determined from research that the deprivation strategy of its "Got milk?" campaign hasn't gotten stale. In a new spot from Goodby, Silverstein & Partners, San Francisco, a student in an isolation room with all his favorite foods goes berserk when he realizes that while he has his favorite cereal, he's out of milk. The spot breaks today in California, and nationally through licenses with other milk organizations in 1997.
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