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Dairy Industry Shelves 'Got Milk?' for New 'Milk Life' Campaign

For two decades, the milk industry has relied on its memorable “Got Milk?” catchphrase to promote the commodity. The iconic, oft-parodied motto evokes memories of ads featuring celebrities with “milk mustaches” and Aaron Burr trivia. The campaign raised milk’s profile and increased sales in California. But nationwide it didn’t get people to drink more milk. Consumption has been declining since the 1970s.

This week, the Milk Processor Education Program (MilkPEP), an industry marketing program funded by milk processors, is replacing the well-known “Got Milk?” slogan with a new campaign called “Milk Life,” promoting the drink as a nutritious source of energy and protein, according to Ad Age. Protein is currently a hot topic for food marketers, and the dairy industry has funded studies that support chocolate milk as an energy drink.