“It’s perhaps the most boring product imaginable” (Jeff Goodby, who wrote Got Milk). “It’s not new. It’s not improved. It is white.” In discussing the product with a focus group, people stated that they only thought about the product when they run out – which led to the concept of Got Milk. The final tag line, which has been used for twenty years and has been appropriated by thousands of groups for unrelated activities, became one of the most remembered lines in beverage history, which is saying a lot given that includes the beer and soft drink industries. The line, and even the font selection, has become part of our culture, although it was eventually dropped by Milk in 2014 and replaced by the new (less impressive) line – Milk Life.