Industry Retires “Got Milk?” After 20 Years

Feb 27, 2014 | Branding, Consumer Goods

Who would have thought the iconic slogan “Got Milk?” would ever be replaced?  The Milk Processor Education Program dropped the “Got Milk?” tagline and is now changing gears from drinking milk to living milk with the new, $50 million “Milk Life” campaign.

Goodby, Silverstein and Partners created “Got Milk?” in 1993, and it gained national attention in 1995, remaining an extremely popular, recognizable slogan for nearly 20 years.”  The original tagline was successful in attracting customers to dairy milk by displaying the famous milk mustache on favorite celebrities of the ‘90s and 2000s.  It was always seen as an inspirational advertisement, allowing readers to strive to be like their celeb crushes and beloved superstars.

Advertising and marketing the same campaign for 20 years gave dairy milk a rich tradition and reputation among households across the globe.  However, two decades is a long time in the marketing world, which prompted MilkPEP to change their marketing strategy.

“Milking life is about getting every last drop out of your day. Having milk life is a way of living where milk can empower you to do your best,” said Julia Kadison, interim CEO of MilkPEP.  “’Milk Life’ is a fresh, new message to consumers that drinking milk is a way of life.“

At Gavin, we’re sad to see the nostalgic “Got Milk?” ads disappear. But, we applaud them for creating a marketing campaign that truly became a part of pop culture during its 20 year run. We look forward to seeing if they can make “Milk Life” last until 2034.

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