By Amanda Smith, Associate Editor
Launched in 1993, "Got Milk?" has been the dairy industry's slogan stronghold. One of the first iconic images, featuring Rice Krispies' Snap, Crackle and Pop, was created by Goodby Silverstein & Partners for the California Milk Processor Board. Over its 20-year history, the campaign has partnered with renowned athletes and celebrities, both real and cartoon, alike.
The Milk Processor Education Program (MilkPEP) is pushing the iconic ad slogan out in favor of a new tagline, Milk Life, noted Advertising Age. This new push places emphasis on milk's nutritional benefits. The campaign launched today in an effort to reverse the downward trend in fluid milk consumption.
The Milk Life effort was developed by MilkPEP's agency Lowe Campbell Ewald, in New York, N.Y. MilkPEP plans to spend more than $50 million on the campaign, which will include TV, print, digital, retail promotions and PR. One of the new TV ads can be viewed here.
Dairy may also get a bump from Kellogg as it plans a new "masterbrand" campaign that will include elements of plugging milk and cereal together as a combination that provides a strong protein benefit. Meanwhile, MilkPEP plans to focus on milk from a glass, which it says accounts for 57 percent of fluid consumption.
California will still use the industry synonymous tagline "Got Milk?" which is one of the most recognized and parodied slogans in advertising history.
