An old friend of the dairy industry has returned.

The “Got Milk?” campaign, which ran from 1993 until its retirement in 2014, is making a comeback. On Monday, the Milk Processor Education Program (MilkPEP) launched a new version of this classic dairy promotion platform.

The original “Got Milk?” ads featured celebrities sporting milk mustaches. Today’s campaign centers mostly around YouTube and TikTok stars who use milk in fun and creative ways, from opening a milk jug with their toes to running a mile while carrying a glass of milk.

According to MilkPEP, it was this sudden surge in milk’s popularity online that inspired them to bring back the iconic tagline. In addition to social media content, the campaign will also include television and digital advertisements as well as retail partnerships and promotions.

The campaign will feature some celebrities. For instance, U.S. Olympic gold medalist Katie Ledecky appears in one TikTok video swimming the length of a pool with a glass of chocolate milk on her head.

Milk’s popularity on social media coincides with growing demand among consumers. Since the pandemic began earlier this year, shoppers have been buying more milk, and retail sales are up 4% year to date. According to data shared by MilkPEP, 72% of mothers said that milk was their number one must-have item when stay-at-home orders began, ranking above bread, eggs, and vegetables.

To see some of the new “Got Milk?” materials, take a look on YouTube.com/gotmilk.

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(c) Hoard's Dairyman Intel 2020
August 6, 2020
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