After widespread frenzy of reports that the popular “got milk?” campaign had been shelved for the new “Milk Life” promotion, the California Milk Processor Board (CMPB) is setting the record straight: “got milk?” is still alive and thriving…in California.
“To paraphrase Mark Twain, reports of the end of “got milk?” are greatly exaggerated,” Steve James, executive director of the CMPB, 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 tagline “got milk?” is often named as one of the best created, putting it alongside Nike’s “Just do it” and McDonald’s “I’m loving it.”
“The simple words "Got Milk?" scribbled above celebrities, animals, and children with milk mustaches became one of the longest lasting campaigns ever,” blogger Anum Hussain wrote. “The CMPB wasn't determined to make their brand known with this one ... they were determined to infiltrate the idea of drinking milk across the nation.”
The $50 million “Milk Life” campaign 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."