The 'Got Milk?' campaign was originally created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993. Featuring celebrities with white milk mustaches, the minimalist aesthetic—white serif font on a stark black background—became one of the most recognizable branding styles in advertising history. On the internet, the template evolved into a versatile parody tool. Users replace 'Milk' with anything from 'Memes' to 'Sleep' to convey a sense of essential need or ironic longing. It is a staple of minimalist meme culture, often used to mock consumerism or express intense desire for a specific hobby, object, or feeling.