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What made Goodby, Silverstien, and Partners so unconventional was that in their presentation to the board they didn’t show a single drop of milk. Manning explained in 1999 that “they had two standard presentation boards. One read ‘Milk Deprivation,’ and the other, ‘got milk?’ (p. 21). In fact, the slogan “got milk?” was something that happened almost accidentally. Jeff Goodby, “asked by an underling for a heading to a new presentation board…considered the idea of running out of milk only
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