1994年5月,布鲁斯、霍洛维茨在《洛杉矶时报》上的一篇文章中写道:“世界上只有两件东西比全脂牛奶更令人厌烦:低脂牛奶和脱脂牛奶。百事可乐有它忠实的一代消费者,牛奶却真的是一个令人打哈欠的东西。”19世纪80年代,加利福尼亚州每年平均消费牛奶30加仑,而到1993年,只消费24.1加仑/年,下降了20%。加利福尼亚液态奶广告董事会为了改变这个状况,发起了著名的“Got milk?”的广告运动。 In an article in the Los Angeles Times, Bruce Horowitz, in May 1994, wrote: “There are only two things in the world that are more annoying than full-fat milk: low-fat milk and skim milk. With its loyal generation of consumers, milk is really a yawning thing. ”In the 1880s, California consumed 30 gallons of milk a year on average, but by 1993 consumed only 24.1 gallons per year, down 20%. California liquid milk advertising board in order to change the situation, launched the famous “Got milk? ” Advertising campaign.