Got Milk? Not so much.
One of the most recognizable taglines in advertising—and the accompanying milk mustache—is officially being benched. The Milk Processor Education Program is substituting a new slogan, “Milk Life,” to emphasize milk’s nutritional benefit, particularly its protein content. The hope is that the new tagline can regain the attention of consumers in the face of trendy new alternatives like soy and almond milk.
In the original 1993 campaign, a man is unable to win a contest over the phone because he can’t speak after stuffing his mouth with a peanut butter sandwich (another good high-protein snack). He has no milk to wash down his sandwich and can’t answer the question, prompting the phrase, “Got Milk?”
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Rather than portraying milk as an additive or afterthought, the new campaign positions milk more as an empowering agent, suggested by figures defying gravity.
“We want to show how milk can help you power through everyday moments and everyday achievements,” said Sal Taibi, president of Lowe Campbell Ewald, the agency responsible for the new Milk Life ads.
Among the “got milk?” spokespersons were numerous athletes—David Beckham, Albert Pujols, Serena Williams, Dennis Rodman and Steve Nash, to name a few. With high-profile athletes donning the milk mustache, the milk-as-fuel connection was always clear. But in the new campaign, milk literally powers and enhances their physical feats.
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The body absorbs animal protein more efficiently than other types of protein, and milk contains all the essential amino acids needed to facilitate protein synthesis, reduce muscle breakdown and promote muscle growth. Milk is renowned for its calcium and vitamin D levels, but it also has plenty of vitamin B.