Since the 1980's the consumption of dairy milk has been declining, a decline that's been accelerating due to in part because of the growing interest for alternate milks that promoted themselves as comparable to real milk in terms of flavor, texture, and nutrition. In fact, alternative milk grew at an 11% YOY growth rate, reaching 3.2 billion in sales by the end of 2022.

The objective of this campaign was to stop the sales growth of alts milks, and change people's perception so they would pivot and come back to drinking real milk. All of this while being true to Got Milk?'s positive, lighthearted, and humorous brand tone.

Nowadays, it seems anything can call itself “milk", as if it were as easy as clapping your hands.

In a fun and entertaining, yet disarming way, this film encourages audiences to rethink what is real milk. The spot makes its point by taking it further into the realm of ridiculous to poke fun of the “milk” craze and ultimately making it clear that there is only true milk is real dairy milk.

The campaign was only aired in California, as Got Milk? is the trademark of the California Milk Processor Board. Got Milk? has been one of the most beloved and iconic brands in advertising for decades, but its cultural relevance was not enough to change consumer behavior for the last few years, prompting us to take a new approach for the brand, clapping back at the alts for the first time. After the "Everyone wants to be milk" campaign was launched, consumer trends started to change. The sales of combined alternate milks either stalled (oat up only 1.8%) or declined (almond down 9.4%, soy down 7.4%), while the sales of diary milk in California outperformed the rest of the US by +.7%. Even after the campaign airing ended at the beginning of 2024, preference for real milk has kept growing and increase in positive sales trends has remained steady.