Good: Craft an award winning advertising campaign from two words so concise yet powerful and effective that people will still wear it on t-shirts and other consumer goods 15 years after it's inception—people who don't even necessarily use the product (milk).
Bad: Everybody knocks off your campaign for all eternity, to sell everything from beer to PETA memberships to plumbing services. And there's no end in sight. Got originality? Apparently not.
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