When advertisers in the 1990s were developing what would become the highly successful “got milk?” campaign, they struggled with the fact that milk, as a daily staple, was not a “very high-interest item in people’s lives.” People at the time already “knew” that milk was good for them, and advertisements that highlighted the health benefits of milk did little to drive people to the udder. Rather than trying to redefine what milk meant to the public, these advertisers instead capitalized on the “irreplaceability” of milk, and the resulting “got milk?” campaign was “an acknowledgement that milk is essential, and if you don’t have it, then something is missing.”