New 'Got Milk?' Campaign Turns Californians Into Cultural Icons

Photog Aldo Chacón snapped the milk mustache portraits

Gone are the famous faces.

For the first time in 30 years, the “Got Milk?” campaign features photos of everyday people—not celebrities—sporting milk mustaches.

Photographer Aldo Chacón shot the latest iteration of the California Milk Processor Board’s initiative, hitting the road in a mobile photo studio to capture more than 12,000 portraits of folks from San Francisco to San Diego during the summer.

The images can now be seen on billboards all across California as well as digital platforms. Some of the participants are proudly displaying their posters in their homes, having received colorful prints courtesy of the CMPB.

@gotmilk

30 years. One iconic ‘stache. From hometown heroes to familiar faces, the milk mustache legacy is still going strong – one smile (and sip) at a time. Catch us on tour for the rest of the month and pose for your own iconic photo. #gotmilk30

♬ Young Blood – The Naked And Famous

Gallegos United and its sibling agencies Rox and Canvas are behind the new twist on this long-running effort. And, frankly, it makes sense in an age where, thanks to social media, anyone can be a star.

“As a campaign that’s marrying modern social, influencer and PR-driven tactics celebrating diverse Californians from around the state as the ‘stars,’ our 30th Anniversary of the milk mustache campaign is a perfect example of how Got Milk? has evolved to meet a younger, more diverse generation,” says John Gallegos, founder and CEO of Gallegos.

“They’ve helped us reframe the mustache to reflect the true influence of this era—one defined not by celebrity, but by authenticity, diversity and community pride,” says Steve James, executive director of the CMPB. “It’s a powerful evolution that honors where we’ve been while celebrating the California of today.”

The campaign launched in 1995, with photographer Annie Liebovitz focusing her lens on a parade of instantly recognizable people over the years. These include Whoopi Goldberg, Muhammad Ali, Taylor Swift, Beyoncé and Seth Rogan—all wearing milk mustaches.

“Thirty years ago, the milk mustache became a cultural icon, turning everyday milk into a symbol of strength, style and staying power,” James reflects. “From athletes to actors, the campaign redefined cool and made milk unforgettable for generations.”