THE CREATORS OF "GOT MILK?" REWRITE THE ICONIC MILK MUSTACHE CAMPAIGN FOR A NEW GENERATION -- CELEBRATING 30 YEARS WITH REAL CALIFORNIA ICONS
'Stranger Things' Star Noah Schnapp Joins the California Milk Processor Board to Pay Tribute to a Pop Culture Phenomenon and Celebrate a Reimagined Legacy
LOS ANGELES, Sept. 16, 2025 -- Thirty years after the Got Milk mustache became a cultural phenomenon, the California Milk Processor Board (CMPB) is rewriting history. For the first time ever, the iconic mustache will feature not celebrities, but everyday Californians — the teachers, small-business owners, athletes, and artists who keep the state moving.
Experience the full interactive Multichannel News Release here: https://www.multivu.com/got-milk/9351851-en-got-milk-celebrates-30-years-with-new-milk-mustache-campaign
To mark this milestone, Got Milk teamed up with actor and entrepreneur Noah Schnapp ('Stranger Things') to headline the Milk Mustache 30th Anniversary: Real California Icons celebration in Los Angeles on Tuesday, September 9, 2025. Schnapp was joined by an engaging roster of talent, creators and everyday innovators driving culture forward who share the campaign's spirit of authenticity and community.
"30 years ago the milk mustache became a cultural icon, turning everyday milk into a symbol of strength, style, and staying power," said Steve James, Executive Director, California Milk Processing Board. "From athletes to actors, the campaign redefined cool and made milk unforgettable for generations. We're not bringing back the old campaign — we're reinventing it. True influence today isn't about fame. It's about authenticity, diversity, and community pride. That's what the reimagined Milk Mustache campaign represents."
GOT MILK PHOTO STUDIO TOUR: A LIVING PORTRAIT OF CALIFORNIA
This summer, to celebrate 30 years of the Milk Mustache, Got Milk hit the road to capture fresh milk mustache moments up and down California. From hometown heroes to familiar faces, the tour brought the legacy to life, one iconic photo at a time. The 'Got Milk Photo Studio Tour' transformed streets, parks, and plazas from San Diego to Sacramento into pop-up photo studios, where anyone could step into the spotlight with their very own milk mustache - and be the stars.
- More than 12,000 portraits captured statewide
- More than 1,000 posters printed and delivered directly to participants
- A campaign that now lives inside homes — framed and hung by Californians themselves
From Annie Leibovitz to Aldo Chacón: for this anniversary, the creators of Got Milk turned to a new voice behind the lens. Chacón, a young Mexican American photographer, was chosen for his ability to reflect the authenticity, diversity, and pride that define California today. His portraits capture real people with striking intimacy — turning everyday Californians into timeless cultural icons.
FROM TOUR TO GALLERY TO BILLBOARDS
At the Los Angeles event celebrating the anniversary, Schnapp helped unveil a gallery exhibition featuring portraits from the 'Got Milk Photo Studio Tour'. These same portraits are now debuted across billboards and digital platforms statewide, marking the first time in Got Milk's history the mustache campaign features only consumers — no celebrities.
Adding to the excitement, the celebration welcomed entertainment notables whose presence connects the milk mustache campaign's legacy as pop culture's first influencer movement to a future where social media empowers everyone to be influential: Noah's 'Stranger Things' co-star Priah Ferguson, best known for her role as Erica Sinclair; Latina actress Keyla Monterroso Mejia, star of the multi-Emmy nominated series 'The Studio'; Jesse Williams, star of Amazon Prime's 'Hotel Costiera' and alum of 'Grey's Anatomy'; and Nick Barrotta, known for his role on 'Tyler Perry's The Oval'. Their attendance underscores how the campaign continues to resonate at the center of entertainment and cultural relevance.
Guests enjoyed an immersive art installation, including the traveling photo studio, live music, milk-inspired mocktails and cocktails, and California food tastings.
NOAH SCHNAPP: A VOICE FOR HIS GENERATION
During the celebration, Schnapp delivered special remarks tying the legacy of the milk mustache to its reimagined future. "Influence today is about the people who shape our everyday lives," Schnapp said in prepared remarks. "That's what this campaign is all about: real Californians. Real icons." Schnapp also highlighted the significance of the portraits: "Walking through the gallery tonight and seeing these portraits — it's powerful. Each one tells a story. Each one represents pride, resilience, and the culture that makes California what it is today."
The 'Got Milk Photo Studio Tour' 30 years anniversary campaign is the brainchild of creative agency GALLEGOS United, along with its sister agencies ROX United and CANVAS United, agencies within the UNITED COLLECTIVE creative communications group. Rooted in authenticity, diversity, and community pride, the campaign redefines what influence looks like today — turning locals into icons and making everyone the new face of milk.
"As an agency, we're focused on creative solutions to help drive growth for our clients," shared John Gallegos, Founder and CEO, GALLEGOS United. "For Got Milk, this has involved a multi-year approach to modernize their marketing efforts, reaching increasingly diverse audiences in authentic and impactful ways. 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."
Discover the gallery of epic #gotmilk30 milk mustache portraits and stories from the tour at gotmilk.com/30years or by following the campaign on @gotmilk Instagram. From big grins to bold styles, these photos celebrate 30 years of Got Milk magic, one iconic 'stache at a time.
About the California Milk Processor Board
Since 1993, the California Milk Processor Board (CMPB), creator of the iconic got milk? campaign, has been committed to increasing milk consumption throughout California. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture. The Got Milk trademark is a federally registered trademark and service mark. For more information, visit www.gotmilk.com.
SOURCE California Milk Processor Board