The Hip New Drink: Milk

"Chug" bottles may give sales a much needed boost

Can a trendy plastic bottle accomplish what Bill Clinton, Martha Stewart, and Dennis Rodman couldn't? In the three years since those famous faces--along with just about every other celebrity's mug--have appeared in the milk mustache ad campaign, milk consumption in the U.S. has continued its quarter-century slide. Per-capita sales fell another 1% last year--and have dropped more than 20% since 1970.

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