Documentary+ to Premiere “The Price of Milk” Docuseries on the “Got Milk?” Campaign

Documentary+ will launch “The Price of Milk” on July 2, after its world debut at the 2025 Tribeca Festival’s NOW program. The docuseries investigates the 1990s “Got Milk?” ads featuring Frankie Muniz, Britney Spears, Beyoncé and SpongeBob SquarePants, arguing the campaign failed to stop a long-term decline in milk sales and relied on a government-mandated milk slush fund.

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Directors Nicholas Bruckman and Yoni Brook lead the series; producers are Jen Maylack, James Doolittle, Bruckman and Brook. Executive producers are Justin Lacob, Matt Cherchio and Bryn Mooser. Oatly financed the series on the condition it focus on milk. The filmmakers kept full creative control; Oatly appears only in a title card, and Documentary+ calls the series an untold story of the campaign’s impact.

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The four episodes—“Got Milked?” (campaign financing), “Dairy Never Dies” (Indiana dairy-theme park backed by “tens of thousands of cows”), “Government Cheese” (government program linking dairy to processed foods with a Wisconsin whistleblower), and “The Kids Are Not Alright” (student opposition to mandatory milk cartons and climate activists’ critique of “cow manure’s greenwashing”).

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The series calls the original “Got Milk?” effort a “boondoggle” that never halted falling consumption, uncovers a “dark story” behind the Indiana dairy theme park, and notes student protests and climate-activist accusations of greenwashing.

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By linking pop-culture promotion to government policy and farm economics, the docuseries exposes the dairy industry’s influence on American food choices and lobbying. Its findings may shape debate on dairy consumption, plant-based alternatives and industry-government transparency.

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• “I grew up mesmerized by these 1990s ads – but behind them is a David vs. Goliath story and a battle for America’s refrigerators. I hope audiences discover there’s so much more to what’s on our plate, and what’s on our screens.” — Nicholas Bruckman, Director

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• “A glass of milk is easy to take for granted, so I’m eager for audiences to meet the people for whom milk is really personal. As a filmmaker, I loved exploring how it’s more than a food, it’s a complicated part of our American identity.” — Yoni Brook, Director

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• “ campaign and its impact on farmers, consumers, and public policy.” — Documentary+ press release

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• “ became a pop-culture phenomenon in the 1990s, deploying everyone from Frankie Muniz to Britney Spears, Beyoncé, and SpongeBob Square Pants to generate attention for all things dairy.” — Variety article

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“The Price of Milk” streams on Documentary+ beginning July 2, followed by potential panel discussions on dairy policy and media influence as indicated by the platform’s promotional schedule.

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