Now that we’ve all “got milk,” it’s time to use it, says the Milk Processor Education Program (MilkPEP), the organization behind the milk processor-funded campaign. This next-generation “got milk?” tagline — “Milk Life” — along with its supporting commercials and ads, attempts to move milk further into the sports and active lifestyle beverage category.

“Milking life is about getting every last drop out of your day,” Julia Kadison, the interim CEO of MilkPEP, told reporters. “Having a ‘milk life’ is a way of living where milk can empower you to do your best.”

MilkPEP has announced plans to spend more than $50 million on the campaign, which will include TV, print, digital, retail promotions and PR. For example, one such TV ad shows liquid milk “powering” consumers who are running, playing basketball and playing in a rock band. One print ad for the campaign shows a young woman playing an electric guitar with the caption: "What 8 grams of protein looks like when you unleash your inner rock star" in a reference to the amount of protein contained in one 8-ounce glass of milk.

“A lot of people don't know that milk has protein, so it was very important to make that connection,” Kadison told AdAge.

But don’t look for that connection to be reinforced in schools, as has been done in the past: MilkPEP has stopped sending milk-promoting posters to schools in favor of targeting parents and other adults — you know, the ones who buy the milk in the first place, Time reports. 

Another new feature of the campaign is its lack of celebrities. “Got milk?” may have left its milk-mustached mark on famous lips, but this time, everyday people take center stage — at least for now.

“We think in order to make milk and this message really relevant to consumers, we need it to be relatable and recognizable with everyday people,” she told reporters.