Possibly the most famous advertising tagline of the past 20 years will soon be no more.
The Milk Processor Education Program is dropping the nearly ubiquitous "Got Milk?" slogan for a new approach that centers on everyday people, according to trade publication Ad Age.
The successful Got Milk campaign, which started in 1994 featuring supermodel Naomi Campbell with a milk mustache, has showcased many celebrities and public figures over the years, including Elton John, Bill Clinton and David Beckham, CNN Money reported.
"The reason why we used celebrities at the time was to help improve milk's image," said Sal Taibi, president of the agency involved in the "Got Milk" ads, as reported by CNN Money. "The idea was to convey the message that everybody drinks milk, even successful cool people."
Being featured in a Got Milk ad became something of a mark of celebrity status, and the ads in recent years had such up and coming stars as Taylor Swift and Miley Cyrus.
But despite the campaign's popularity, the national group is looking for a fresh approach.
"Got Milk has very high awareness," Taibi told Ad Age. "But we have a new strategy. We have a new message and we just felt we needed a new approach."
MilkPEP will invest some $50 million into a new ad campaign called "Milk Life," which will feature regular people and focus on milk as a good source of protein.
In an example of the print campaign, an ad 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."
The group has been transitioning the marketing focus to protein in recent months.
Protein is "really in the news and on consumer's minds," Julia Kadison, interim CEO of MilkPEP, told Ad Age. "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."
MilkPEP will continue to maintain the license for the Got Milk tagline, which will still be used in the California campaign.
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