It's time to wipe off that milk mustache.
"Got Milk?" has one of the most recognizable ad campaigns of the past 20 years, but the iconic ads are getting axed, according to USA Today. Milk Processor Education Program (MilkPEP), an industry marketing program funded by milk processors, announced its plans to move on to something new.
The "Got Milk" ad first appeared in 1994.
It featured supermodel Naomi Campbell wearing a milk mustache and over the years has featured celebrities like Elton John, Bill Clinton, David Beckham, Beyonce, Martha Stewart, Dennis Rodman, Britney Spears and other favorite cartoons, athletes and heartthrobs.
Now, the milk industry is switching to a new campaign that will feature the tagline "Milk Life", according to Sal Taibi, president of Lowe Campbell Ewald, the agency involved in the "Got Milk" ads.
"The reason why we used celebrities at the time was to help improve milk's image," Taibi said. "The idea was to convey the message that everybody drinks milk, even successful cool people."
The new look is aiming to increase milk consumption amid declining sales. Julia Kadison, interim CEO of MilkPEP, said that campaign is also aimed to regain the attention of consumers again. Milk sales are down to about one percent each year for the past two years and Kadison said that consumers are not aware of its other nutritional benefits.
"Milk is a rich source of protein. There are 8 grams of protein in every 8-ounce serving of it," Kadison said. "The milk industry has had a tough bill over the last few years. Consumers seem to be forgetting about milk. They needed to be educated or reminded of the nutritional value of milk."
The new ads, which roll out Tuesday, will feature everyday Americans instead of the celebrities drinking milk and being powered up while doing physical activities like break dancing. The ads will also highlight the benefits of drinking milk, including how much protein is in the dairy beverage, according to Ad Age.
"We want to show how milk can help you power through everyday moments and everyday achievements," Taibi said, adding that that ads will be commissioned by MilkPEP, who are spending $50 million on the marketing effort, with TV, print and digital ads.
Ad Age reported that Taibi and the agency started working on a new concept with MilkPEP a year ago. One ad shows a mother and child playing together; a driveway basketball game; and a garage band rocking out; all being powered up by milk.
A voiceover says, "Start your day with the power of protein. Milk Life."
"All the ads will use special effects to show the energy you get from milk," Taibi said. "It could be through wings, a parachute or even propellers."
