“Got milk?” Not anymore.

Remember those athletes and celebrities with the milk mustaches? If your grade school was anything like mine, you could always pass your time in the lunch line by checking out the “Got Milk?” posters.  But, grade school has changed a lot in a short amount of time, and apparently one of those changes is the advertising of milk.

According to an article by Advertising Age’s E.J. Schultz, “The Milk Processor Education Program is sidelining the iconic ad slogan in favor of a new tagline, “Milk Life,” which puts emphasis on milk’s nutritional benefits, including its protein content.” This catchy tagline was created for the California Milk Processor Board in 1993 in hopes of increasing milk consumption, and the national milk industry first started using “Got Milk?” in 1995. However, milk consumption is down again, and the national group, MilkPEP, is planning on spending $50 million on this new campaign to turn it around.

Personally, I am a little sad to see the slogan from my childhood go, but after looking at the new ads MilkPEP might just have me hooked.

What do you think? Are you on board with the new campaign, or still set on the old?

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