Got irony? Back in the ’90s, “got” and “milk” were the two biggest words in the ad game. Created by Jeff Goodby—co-founder of the famed Bay Area agency Goodby, Silverstein & Partners—the dairy-hawking “Got Milk?” campaign became a pop culture phenomenon that spilled into television commercials, magazine ads, billboards, merchandise, and even must-see TV series like Friends .

But here’s the twist: “Got Milk?” inspired very few people to go out and actually get milk. Dairy sales declined even as Goodby’s campaign raked in the dough and the ad world acclaim. That disconnect between advertiser and client is one of the narratives explored in The Price of Milk, a four-part docuseries premiering at the Tribeca Festival that showcases the many and varied complexities behind America’s dairy in

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