The iconic "Got Milk" slogan is being replaced by the national milk industry with the new tagline — "Milk Life" — in a $50 million campaign launched Monday.
The Milk Processor Education Program is hoping to highlight milk's nutritional benefits, including its protein content, in the ad blitz, as the industry attempts to revive sagging milk sales, according to
Advertising Age.
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The "Got Milk" slogan went national in 1995 after it was licensed from the California Milk Processor board, with dozens of celebrities having since promoted the theme with milk mustaches.
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And although the California board is keeping its slogan, the national group, known as MilkPEP, is hoping "Milk Life" will reinvigorate the industry, which has seen a drop in milk consumption as cereal sales decreased, while other beverages have kept climbing.
"Got Milk has very high awareness," said Sal Taibi, president at Lowe Campbell Ewald, New York, the agency handling the campaign consisting of TV, print, digital, and PR promotions. "But we have a new strategy. We have a new message, and we just felt we needed a new approach."
In one TV commercial, a little boy plays with his mom, a dog walker is pulled along by canines, two men play basketball in a driveway, and a young woman plays guitar, and in each case they are shadowed by liquid milk powering them through their activities.
The ad says, "When you are getting the most out of yourself and out of life, start your day with the power of protein. Milk Life."
Julia Kadison, interim CEO of MilkPEP, said that protein is "really in the news and on consumers' minds" these days. "But a lot of people don't know that milk has protein, so it was very important to make that connection between milk and protein."
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