'Got Milk' Dropped as National Milk Industry Changes Tactics
'Got Milk' Dropped as National Milk Industry Changes Tactics
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.
But the national group, whose agency is Lowe Campbell Ewald, New York, is moving in another direction as it looks to boost milk sales, which are suffering as other beverages gain ground and cereal sales stall. Euromonitor International recently estimated that drinking-milk retail sales volume declined by about 1% last year.
http://adage.com/article/news/milk-dropped-national-milk-industry-tactics/291819/
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with my lunch right now. 
Yum. I also sloshed some on my Special K this morning too.
