Navy blue text on white background; button divided in three horizontal sections with inverted text in the center.
PARISIAN NOVELTY CO., CHICAGO
Long before milk mustaches of the "Got Milk" campaign appeared, the benefits of milk have been advertised on glass bottles delivered daily by the milkman, in magazines and in newspapers. Beginning in the 1940s milk was being promoted by doctors, schools and the government as a necessary part of a healthy diet. The first federal milk program offering subsidized milk to school children around the country was introduced in Chicago in 1940. By the 1950s milk had become a family staple in the households of the post-war baby boom era.
"Your Family May Be Calcium Starved!" ad from Life Magazine (1959)
"Washington's Businessmen Agree - Milk Keeps You Feeling Fit and Young" ad from the Spokane-Review (1955)
"3 Glasses of Milk a Day" ad from the Ellensburg Daily Record (1954)