One of the most brilliant marketing campaigns of all-time has to be “Got Milk?”

From the 1990s into the 2000s, “Got Milk?” became a celebrity “thing” to latch onto, personalities spanning from music to film to sports to journalism to fashion models. Even political figures. I can just see the agent negotiations that went on back in the day. From Shaquille O’Neal to Whoopie Goldberg, Chirstie Brinkley, Britney Spears, Serena and Venus Williams, Mark McGwire, Tracy McGrady, Mike Myers and Ivanka Trump (to name a tiny few of legion who participated), the “Got Milk?” ads became a movement more than a mere pitch.

This to promote healthier living using back-to-basics shenanigans with the trademark “milk mustache.” I know as a child I had quite a few milk mustaches and no doubt every parent has run into these raising their own kids. My son sported plenty of them, laughing like a loon at them nearly as hard as a Spaghetti-Os ‘stache. I loved these silly ads you tripped over anywhere: comic books, magazines, malls, billboards, bus stops, parks. It worked, too, even for the lactose intolerant, who found their Lactaid substitutes to get on board.

Let’s face it, only star power of the time held so much influence as to rock the milk ‘stache and pimp what most people of the time wrote off as kid’s fuel.

Got Milk? Hell yeah!

–Ray Van Horn, Jr.