Many advertising campaigns are about consumption or indulgence.
Though the campaign has depicted a horrible world without milk, people haven't rushed out to buy gallons of the white stuff to ensure they never have to steal milk from a cat. But as far as getting Americans to drink more milk, it has not been so successful. Since the start of the campaign in 1993, average milk consumption leveled off nationally, said Jeff Manning, executive director of the California Fluid Milk Processors Board. But local dairymen seem to like the campaign. It's hard to correlate the ads with increased milk consumption.