The “got milk?” campaign, whose tagline may be the most fondly recalled in beverage history, is turning 20 years old*. To celebrate, we’re hosting a “pop-up gallery show” at an art gallery in San Francisco this Friday. We will be displaying items from the campaign’s 20-year history. People who helped make the campaign as well as our friends from The California Milk Processor Board will be on hand.” — Goodby Silverstein Partners
Oversimplifications of the history abound. Here’s what really happened: Jon Steel and Carole Rankin were at a focus group when the clouds parted and a woman said, “The only time I even think about milk is when I run out of it.” Goodby scrawled “got milk?” on a poster board for a meeting and decided it might be a tagline. And Silverstein set it in that typeface that has by now been appropriated (“got ____?”) by lots of junk, donuts, wine and Jesus folks. — Adweek
That typeface is an otherwise forgotten ATF release from 1935: Phenix American. Perhaps Silverstein was lured to the design’s distinctive ‘k’. The uppercase — which reveals the heavy Art Deco stylings of the typeface — was rarely (if ever) used, but they trotted it out for the anniversary party invitation below.
Phenix (as it was originally known) was issued in metal as a single weight. In 2011, Steve Jackaman and Ashley Muir of the Red Rooster foundry expanded the family to four weights for their Phenix Pro.
Photo(s) by “Étienne Pouvreau” on Flickr.
Contributed by Nick Sherman
Contributed by Stephen Coles
Contributed by Production Type