California Milk Processor Board Design & Branding GOT MILK? WEBSITE by Goodby Silverstein & Partners San Francisco


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Industry Milk
Media Design & Branding
Market United States
Agency Goodby Silverstein & Partners San Francisco
Associate Creative Director Pete Harvey
Executive Creative Director Christian Haas
Creative Director Chris Lund
Art Director Karen Land
Released October 2011

Credits & Description

Category: Online Digital Design
Product/Service: GOT MILK
Co-Chairman: Jeff Goodby (Goodby Silverstein & Partners)
Executive Creative Director: Christian Haas (Goodby Silverstein & Partners)
Art Director: Karen Land (Goodby Silverstein & Partners)
Associate Creative Director: Pete Harvey (Goodby Silverstein & Partners)
Director Of Digital Production: Carey Head (Goodby Silverstein & Partners)
Executive Producer: Alex Burke (Goodby Silverstein & Partners)
Senior Interactive Producer: Sosia Bert (Goodby Silverstein & Partners)
Account Director: Brooke Turner (Goodby Silverstein & Partners)
Account Director: Kelly Johnson (Goodby Silverstein & Partners)
Account Manager: Megan Maynard (Goodby Silverstein & Partners)
Assistant Account Manager: Aimee O'Rourke (Goodby Silverstein & Partners)
Director Of Technology: Noah Costello (Silk Tricky)
Executive Producer: Lynn Lund (Silk Tricky)
Creative Director: Chris Lund (Silk Tricky)
Media placement: Website - - 14 October 2011
Media placement: Banners - - 14 October 2011

Describe the brief from the client
Nowadays, grocery stores are filled with 'alternative milks' made out of soy beans and nuts that claim to be real milk. Our job was to remind people that the only true milk is the kind that comes from cows.

Describe the challenges and key objectives
Under California state law, 1 commodity cannot denigrate another commodity. So our jabs at soy milk, coconut milk, etc. had to be playful and indirect. Trying to undermine a group that you can’t even identify is tricky.

Describe how you arrived at the final design
Cow’s milk is simple. It’s just milk from a cow. Soy milk, coconut milk and other alternative milks, on the other hand, are complicated chemically-engineered beverages. We felt like the best design was to reinforce milk’s natural simplicity with a very clean, simple site. No frills, all done practically, with no 'webby' elements.

Give some indication of how successful the outcome was in the market
Every page had a hidden element of interaction that wasn’t called out on the page. Users dug around and found these 'Easter eggs'. The result were long visits and lots of interaction.

• Communication Arts featured as website of the week in January 2012
• In the first month the new received over 100,000 visits, averaging 3,730 visits/day
• People who visit the recipes, health or news sections spent from 15 to 16 minutes on the site
• The TV section is the most heavily trafficked section, and 77% of the spots are watched in their entirety