After 12 days, 63 matchups and more than 3,000 votes, we have a winner in the PRWeek 2019 “One Shining Slogan” Bracket.
“Got milk?”, the phrase created by the agency Goodby Silverstein & Partners in 1993 originally for the California Milk Processor Board, beat out “Just do it” in the final to claim the title. The slogan was later licensed to the Milk Processor Education Program (MilkPEP), with whom Weber Shandwick worked on the campaign for years after.
For much of the day Monday — the last day of voting — it looked like Nike’s iconic slogan would capture the crown, but a late-night surge by the eventual winner propelled it to a 51-44 triumph in the championship.
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