The ‘Got Milk?’ tagline has been around for 20 years, with countless celebrities taking part in the iconic ad campaign.
Now, the campaign is being replaced with the ‘Milk Life’ campaign to help increase milk consumption amid declining sales.
“MilkPEP’s previous campaigns have used celebrities with milk mustaches to help contemporize milk to encourage more consumption, spokesperson Kelly Felter explained. “The Milk Life campaign now shows what milk actually does for you.”
The ads spotlight the benefits of milk for everyday nutrition, specifically the amount of protein found in milk.
According to a release from the new campaign, each eight ounce glass of milk contains eight grams of high-quality protein.
“We want to make sure that milk is relatable, relevant and meaningful to Americans,” Julia Kadison, interim Chief Executive Officer of the Milk Processor Education Program said in a release. “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.”
Since Naomi Campbell famously appeared in the first ‘Got Milk?’ ad in 1994, celebrities from Harrison Ford to Sofia Vergara have participated in the ccampaign.
The new ‘Milk Life’ campaign includes print, television and digital advertising, as well as consumer and retail promotions, public relations and social media.
Felter noted that some ‘Got Milk’ ads will still be seen through a number of dairy programs and that while the tagline will be “Milk Life,” the iconic milk mustache will continue to be a part of the new ccampaign, just not the core feature.
View the gallery above for milk ads through the years, including many celebrities donning the famous milk mustache. For our mobile users, view the gallery here.