An advertising slogan that we KNOW you’ve heard — maybe a few thousand times — is about to go away after a historic run of more than two decades.
The slogan is the dairy industry’s "Got milk?"
Time magazine reports: "The simple question that spawned countless parodies and milk mustaches is being sidelined. Now it’s time for consumers to ‘Milk Life.’”
The story reports: "The Milk Processor Education Program, the marketing arm for milk processors nationwide, is shelving the popular tagline in favor of a new ad campaign that casts milk as a key ingredient to an active lifestyle. In the first video for the newly launched campaign, people use milk to help them play basketball and rock out in a garage band. It could easily be mistaken for a Gatorade commercial rather than one for a dairy product."
Julia Kadison, interim CEO of MilkPEP, said: “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."
Kadison adds that the new slogan has a double meaning: “Milking life is about getting every last drop out of your day," she said. "Having a milk life is a way of living where milk can empower you to do your best.”
Time adds: "The new campaign will have big shoes to fill as a followup to one of the most recognizable taglines ever. The ‘Got milk?’ slogan originated in 1993 as a rebranding effort for the California Milk Processor Board. The company’s ad agency, Goodby, Silverstein & Partners, wasn’t sure at the time what to do with what one executive called ‘the most boring project imaginable.’
"That comment sparked the idea for the slogan and the initial batch of ads. The first commercial famously featured a man with a mouthful of peanut butter screaming ‘Aaron Burr’ during a radio call-in show and desperately lunging for a carton of milk. After the initial ads were a hit in California, MilkPEP licensed the phrase and launched the popular celebrity posters featuring the slogan in the mid-’90s. Eventually about 300 stars would don the iconic milk mustache in ads that filled magazines and school cafeterias."
Here’s the 30-second video introducing the new "Milk Life" anthem: