The folks who brought us the catchphrase “got milk?” are serving up a new contest that raises the stakes on the possibility of a world without milk.
The California Milk Processor Board is running a TV and online campaign about the last glass of milk on earth. Seven ads, themed “Get the glass,” show the goofy Adachi family trying to break into a heavily guarded “Fort Fridge,” where the last glass of milk is being protected.
Those tongue-in-cheek ads have spawned a tour that will take Fort Fridge to three California cities to let consumers compete for $5,000 and a year’s supply of milk.
The Get the Glass for Cash contest starts online and finishes up with events in Fresno (April 13), San Diego (April 20) and Los Angeles (May 18). First, contestants play a 3-D game at gotmilk.com, answering trivia questions and battling against physical limitations caused by lack of milk: brittle bones, weak muscles, insomnia and Premenstrual Syndrome.
The first 30 players who score 500 points in five minutes qualify to compete in the real-world events. Those contestants enter a big Fort Fridge and place one hand on a Plexiglas case holding a glass of milk. The player who keeps his hand on the case longest wins $5,000 cash and a slate of other prizes.
The winners in Fresno and San Diego also win a trip to Los Angeles to compete in Fort Fridge there for another $5,000.
Contestants aren’t allowed to touch each other. They can converse, but trash talking is forbidden, according to the rules. Each contest can go as long as five days; if there’s more than one contestant still in on the fifth day, judges will pose a series of “got milk?” trivia questions to break the tie.
The other items in the prize package allude to the ailments from a lack of milk: sports certificates (for weak muscles), manicures, chocolate (for PMS) and an electric toothbrush (for cavities).
The new “Get the Glass” ads broke in March and will run through yearend via the board’s longtime ad agency, Goodby, Silverstein & Partners, San Francisco.
“We want people to imagine what it would be like if milk really was that scarce and how that would change the way we think about it,” said Steve James, executive director of the California Milk Processor Board, in a statement.
“Get the Glass” fits the same “scarcity” strategy that first prompted the board’s “got milk?” ad campaign 14 years ago.
The “got milk?” print, TV and outdoor ads that show funny moments when the milk runs out have become pop culture standbys. The campaign, which first aired in California, went national in 1995 when the national dairy boards began licensing the tagline and ads from the San Clemente, CA-based board. The campaign gets $150 million in media support each year.