The iconic “Got Milk?” campaign was laid to rest earlier this week and replaced with a new slogan,“Milk Life”. The move came earlier this week following a drop in milk product sales.
The new slogan was created by the US national milk industry body, Milk Processor Education Program (MilkPEP) with its agency Lowe Campbell Ewald.
The new tagline is a part of MilkPEP's new US$60 million campaign. The campaign will kick off with a TVC and also run on print and digital fronts, promoting the drink as a source of energy and nutrition. Additionally, the campaign will also aim to reach out to shoppers directly though in-store media pulses and ongoing public relations outreach.
The memorable celebrity faces with iconic milk mustaches that “Got Milk” was so famous for will be replaced by ordinary people and their accomplishments through drinking milk.
"We want to make sure that milk is relatable, relevant and meaningful to Americans," Julia Kadison, interim CEO at MilkPEP said.
"We love that 'Milk Life' has a powerful double meaning: it's about wringing every last drop out of every single moment, and it represents a way of living where milk helps power you to be your best."
The “Got Milk?” campaign gained global recognition in the 1990’s and has attracted stars such as Taylor Swift, Elton John, Steve Tyler and many others. MilkPEP began using the tagline after it was licensed from the California Milk Processor board which first created the campaign with the help of Goodby, Silverstein & Partners.
But Got Milk fans can rest easy as despite the shift in focus by MilkPEP, California Milk Processor board will still be running the old tagline.
In 2006, another spin-off campaign titled “Body By Milk” was created to promote nutritional benefits. The New York Times reported that around US$20 million went into the spin-off campaign.