Gallegos United is introducing its first work as lead agency for the California Milk Processor Board (CMPB) after winning the account from Goodby, Silverstein & Partners — creators of “got milk?” GS&P had the assignment for nearly 25 years.
Gallegos has been on CMPB’s agency roster for the last 12 years, most of that time overseeing Hispanic marketing efforts. The agency won the consolidated creative assignment last December.
The new campaign is called “You Can Always Count on Milk.” The creative is notable for its lack of demographic checkpoints. Both the agency and CMPB realized this account makeover needed to reflect that today’s market doesn’t need demographic silos in order to be “culturally attuned,” says John Gallegos, founder, Gallegos United.
It is almost offensive, Gallegos says, that once upon a time, multicultural advertising simply meant the creative is first developed in English to later translate across other ethnicities or races. It was as if ”Got Milk” transformed into ”Toma Leche” was the height of cultural creativity.
Now, the creative entry points are the kids themselves, says Gallegos. “Kids drive consumption,” he says, adding that shifting away from directly addressing Millennial parents to show everyday tweens ensures the message resonates with all decision-makers, whether they are two dads, single parents, or multi-cultural. There are universal truths among kids, like having conversations about allowances that work broadly.