It’s out with the old and in with the new as the Milk Processor Education Program (MilkPEP) ditches its iconic ‘got milk?’ tagline with an updated slogan.

R.I.P. ‘got milk?’ taglineAccording to AdAge, the popular and iconic slogan is being replaced with “Milk Life,” which puts a greater emphasis on milk’s nutritional benefits.

Protein is "really in the news and on consumer's minds," said Julia Kadison, interim CEO of MilkPEP. "But a lot of people don't know that milk has protein, so it was very important to make that connection between milk and protein."

With the help with their agency Lowe Campbell Ewald, New York, plans to plan more than $50 million on the campaign, which will include television, print, digital retail promotions and public relationships.

"Got Milk has very high awareness," said Sal Taibi, president at Lowe Cambell Ewald, New York. "But we have a new strategy. We have a new message and we just felt we needed a new approach."

Read more from AdAge here.

Click here or the embedded video above to see one of the first advertisements.

However, while the popular "got milk?" campaign may be gone from the national scene, it is still alive and well in California.

 “To paraphrase Mark Twain, reports of the end of “got milk?” are greatly exaggerated,” Steve James, executive director of the California Milk Processor Board, creator of the "got milk?" campaign, said in a news release. “The national milk trade group has decided to move away from its Milk Mustache campaign and develop a new tag line, but “got milk?” and its consumer equity continue to be very much alive in California. We wish them luck, but the fact remains that the California board anticipates using our beloved slogan for many years to come.”

The "got milk?" tagline is often named among the best advertising campaigns, joining the ranks of Nike’s “Just do it” and McDonald’s “I’m loving it.” However, fluid milk consumption continues to drop, and it’s this downward trend that MilkPEP hopes to slow or even reverse with its re-vitalized campaign.

Feeling nostalgic? Click here to see a quick look at 20 years of ‘got milk?’ advertisements.