There are fewer tag lines better known in advertising than “Got Milk?” which has been used by the dairy industry for 20 years, often accompanied by a milk mustache. Now, however, that slogan has been phased out in favor of new ad line “milk life.”
says the move is an attempt to “increase milk consumption amid declining sales.”
The first Got Milk? ads appeared in 1994, with model Naomi Campbell sporting the now famous milk mustache. Through the years, the ads have featured many other celebrities including Elton John, Katie Couric, Bill Clinton and David Beckham, CNN reports.
The new ads, which debuted Feb. 25, use the tagline "Milk Life" and feature ordinary people and tout milk's protein richness, according to CNN, which reports, “The ads are commissioned by the Milk Processor Education Program (MilkPEP), which is spending $50 million on the marketing effort.”