Got Milk? Not anymore. The Milk Processor Education Program is sidelining the iconic ad slogan in favor of a new tagline, "Milk Life," which puts emphasis on milk's nutritional benefits, including its protein content.
The change is part of a national campaign launching Monday that seeks to return the sluggish dairy milk category to growth. The national milk industry had been using the "Got Milk?" tagline since 1995 when the phrase was licensed from the California Milk Processor board. The state group began using the tagline in 1993 after it was created by Goodby, Silverstein & Partners.
The California processors, which are still with Goodby, are keeping the tagline, which is one of the most recognizable and parodied phrases in advertising.
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