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Got Breastmilk?

Got Breastmilk?

Saw this interesting little news item on Facebook:

The California Milk Processor Board (CMPB), the creator and owner of the popular GOT MILK? tagline, has signed a licensing agreement to give La Leche League International permission to use the slogan “GOT BREASTMILK?” La Leche League, whose mission is to promote breastfeeding among mothers worldwide, will be able to use the tagline in its promotional and merchandising materials.

“We applaud and support the efforts of La Leche League,” says Steve James, CMPB executive director. “GOT MILK? and La Leche League care for the health and wellbeing of moms and babies alike. Both organizations believe that breastfeeding is the most natural and effective way of satisfying the needs of the baby”

The “Got Milk?” brand is one of the most successful food category brands of all time, and its celebrity ads are a cultural phenomenon. Partnering with the world’s leading breastfeeding advocacy group to let them piggyback on the brand represents a fascinating development in the world of mammalian marketing. I wonder what PETA will think?

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La Leche will use the new partnership to fundraise through merchandising. (Although unlicensed versions of the slogan have been available to lactivists for years.)

Full press release (including the Milk Board’s own marketing angle) below.

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GOT BREASTMILK?

GOT MILK? Gives La Leche League Use of “GOT BREASTMILK?” Trademark

San Clemente, Calif., Feb. 18, 2011 – The California Milk Processor Board (CMPB), the creator and owner of the popular GOT MILK? tagline, has signed a licensing agreement to give La Leche League International permission to use the slogan “GOT BREASTMILK?” La Leche League, whose mission is to promote breastfeeding among mothers worldwide, will be able to use the tagline in its promotional and merchandising materials.

“We applaud and support the efforts of La Leche League,” says Steve James, CMPB executive director. “GOT MILK? and La Leche League care for the health and wellbeing of moms and babies alike. Both organizations believe that breastfeeding is the most natural and effective way of satisfying the needs of the baby. And as the baby gets older, cow’s milk is the other best natural source of food for children. It provides calcium and many essential nutrients growing kids need for strong bones, muscles, teeth, hair and nails.”

Some “GOT BREASTMILK?” items such as buttons and postcards are ready for sale on the La Leche League website www.llli.org/gotbreastmilk. Other branded items such as baby onesies, toddler shirts, tote bags and mugs will follow suit. The CMPB will give 50 percent of royalties from the sale to the La Leche League.

GOT MILK? is one of the most ripped off slogans in U.S. history. From GOT FLEAS? to GOT TIRES?, many businesses have ripped off the tagline because it resonates with consumers. The CMPB has worked hard to protect it, making this partnership and the contribution to La Leche League significant.

“GOT MILK? is a familiar tagline to families everywhere,” says Barbara Emanuel, executive director of La Leche League International. “We are privileged to have this partnership and sales proceeds will help provide resources for families to make informed choices when it comes to breastfeeding.”

Advertiser:
La Leche League International
Agency:
The California Milk Processor Board
Source:
La Leche Facebook page

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more
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