January 11 is Milk Day, commemorating the date in 1878 when milk is believed to have been delivered in bottles for the first time.

In 1967-68, the American Dairy Association used the Cowsills in its ad campaigns for milk. The Cowsills were a family band that later served as the inspiration for The Partridge Family. Their hits included “The Rain, the Park, and Other Things,” “Indian Lake,” and “Hair.”

The campaign also included a radio commercial featuring “The Milk Song.” Below, listen to the harmonies of the Cowsill family as they testify to the grooviness of milk:

Cowsills, The Milk Song radio commercial

When you find that you’re running down slowly
And you need a lift that will last
There’s something that you should be knowing
So listen start filling your glass
(We found a quick and easy way to keep you going through the day!)

So wake up!
To a milk day
Guaranteed to move you
In a good way
One that’s sure to groove you

So get the lift that lasts!
Wake up! Hey!

Milk in the morning’s refreshing
At lunchtime it’s such a delight
And if you’ve a thirst that needs quenching
Milk anytime is all right
(Morning, noon, night or in between, it’s really outta sight!)

You better wake up!
To a milk day
One that’s sure to move you
In a fun way
One that’ll really groove you
Milk is the lift that lasts (and lasts and lasts)!

So have a happy Milk Day and get the lift that lasts!