More than 20 years after the "Got Milk?" campaign began, celebrities and athletes alike can finally wipe off their milk mustaches forever. The popular print and television advertisements, which were started in 1993 by the California Milk Processor Board, have been scrapped by the Milk Processor Education Program in favor of the new slogan "Milk Life."
Time.com reports that the marketing sector for milk processors nationwide is swapping out the "Got Milk?" slogan for a reason.
“Milk is in most refrigerators, but what would get [people] to actually pull it out and use it more often is this understanding of milk’s nutrients, and especially protein,” Julia Kadison, the interim CEO of MilkPEP told Time. The new campaign has a double meaning, she says. “Milking life is about getting every last drop out of your day. Having a milk life is a way of living where milk can empower you to do your best.”
The company has already rolled out its first television advertisement, which features various families using milk to help with with everyday tasks like playing basketball or walking their dogs.
It will be hard to match the A-List appeal of the national "Got Milk?" campaign, which has featured the likes of Britney Spears, David Beckham, Taylor Swift, Hugh Jackman, Heidi Klum, Miley Cyrus, Christian Bale, Steven Tyler, Beyonce, Gisele Bundchen, Mary Kate and Ashley Olsen, and Cal Ripken. But "Got Milk?" ads will still be produced in California, where they originated.