Iconic 'Got Milk?' tagline dropped for 'Milk Life'

The new campaign will feature ordinary people promoting the nutritional benefits of milk, unlike the old 'Got Milk?' campaign, which used celebrities.
By Ananth Baliga  |  Feb. 24, 2014 at 5:06 PM
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WASHINGTON, Feb. 24 (UPI) -- The Milk Processor Education program is switching its 'Got Milk?' tagline for 'Milk Life' to promote increased consumption of milk.

The iconic tagline was part of one of the most recognizable ad campaigns. But it has been dropped in favor of a new tagline and campaign pegged at increasing milk consumption, which has been steadily dropping over the years. The original tagline belonged to California Milk Processor board and had to be licensed before its use in 1995.

The old campaign had supermodel Naomi Campbell wearing a milk mustache and featured numerous other celebrities including Elton John, Katie Couric, Bill Clinton and David Beckham.

"The reason why we used celebrities at the time was to help improve milk's image," said Sal Taibi, president of Lowe Campbell Ewald, the agency involved in the "Got Milk" ads. "The idea was to convey the message that everybody drinks milk, even successful cool people."

The new campaign, which rolls out Tuesday, will use the new tagline and will deviate from the previous campaign by feature ordinary people to promote the benefits and nutritional value of milk consumption.

"Got Milk has very high awareness," said Taibi. "But we have a new strategy. We have a new message and we just felt we needed a new approach."

The national group, also known at MilkPEP, will spend $50 million on the campaign, which will include TV, print, digital, retail promotions and PR.

Protein is "really in the news and on consumer's minds," said Julia Kadison, interim CEO of MilkPEP. "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."

The campaign started a few months ago, when they released commercials positioning milk against other protein alternatives, like omelets, which were depicted as a messier option. The new campaign is focusing on the nutritional values of milk and is different from the old one, which concentrated on making consumers aware of the loss they faced without milk, to accompany foods like cake and cookies.

[AdAge] [CNNMoney]

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