Licensing agency Beanstalk has signed on to represent the California Milk Processor Board’s Got Milk? brand and plans to extend the iconic property into both food and non-food categories.
Established as an advertising campaign by the California Milk Processor Board in 1993, the Got Milk? ads by Goodby Silverstein & Partners have become one of the most successful campaigns in history leading to 90 percent brand awareness.
The licensing program will target all consumers, but primary focus will be families with children to encourage an increase in milk consumption in other areas outside of the dairy aisle.
Beanstalk has already secured the first food licensee for the brand–Got Snacks?, which will launch a collection of Got Milk?-packaged foods, including cookies, biscuits, wafers, ready-to-eat cereals and donuts, as well as chocolate bars and boxed chocolates. The line will debut at major retailers in the U.S. and Canada this year.
Beanstalk also plans to work with current Got Milk? licensee Magic Straws to expand the existing line of Got Milk?-branded flavored straws that launched in early 2011.
“We are excited about the opportunity to license one of the most acclaimed and well-recognized advertising campaigns of the past two decades, Got Milk?, into a line of consumer products for fans of all ages to enjoy,” says Allison Ames, president, North America, Beanstalk. “Beanstalk will work with The California Milk Processor Board to create an innovative licensing program and appoint a network of dedicated licensees to bring the pop culture icon to life.”
The agency is seeking new partners for the brand in food, gift, novelty and publishing.