Got Milk Ads Being Retired for New Slogan 'Milk Life,' Touting Protein

Monday, 24 Feb 2014 04:45 PM

By Angela Deines

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Got milk? Not anymore. One of the most recognizable ad campaigns of the last 20 years is being retired for a new slogan, "Milk Life."

Beginning in 1993, the iconic ads have featured dozens of celebrities sporting milk mustaches as well as humorous commercials to encourage consumption.

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But on Tuesday, the “Milk Life” advertising campaign begins, highlighting milk’s protein qualities and featuring ordinary people.

"Got Milk has very high awareness," Sal Taibi, president at Lowe Cambell Ewald, New York ad agency, which represents the national milk industry, told Advertising Age. "But we have a new strategy. We have a new message and we just felt we needed a new approach."

Ad Age reported that declines in cereal consumption and competition from other beverages fueled the decision by the Milk Processor Education Program to change the slogan.

The national Milk Processor Education program plans to spend $50 million on the new campaign using several media.

The California milk processors, however, have decided to keep “Got Milk?” due to its long-standing recognition.

With competition from Greek yogurt and breakfast sandwiches, the Kellogg company plans to embark on an advertising campaign of its own to tout cereal’s benefits when combined with protein-rich milk.

“As an example, one bowl of Mini-Wheats with a cup of low-fat milk actually has more protein than Greek yogurt,” Michael Allen, president of the U.S. Mornings Foods business, recently said during a presentation at the Consumer Analyst Group of New York conference, Food Business News reported. “These are the kinds of things that we need to make sure consumers understand the benefits of cereal as a category.”

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