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‘Got Milk?’ Slogan Retired by Industry, Gets Replaced with Cool Kid Phrase

“Got Milk?” might be an iconic advertising slogan, but according to the milk industry, it’s super boring and everyone is Totally Over It. Starting today, the Milk Processor Education Program (MilkPEP) will retire the slogan and replace it with — drumroll, please — “Milk Life.”

What’s that sound? Do we have a cricket infestation in our office? Surely that must be the source of that noise.

Thanks to sluggish sales — cereal sales have stalled, and the “drinking-milk” market declined by 1% in the past year alone — MilkPEP’s decided to rebrand milk with a $50 million campaign focusing on milk’s suitability for a protein-driven lifestyle. 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.” (Honestly, what did everyone think milk was? Fat juice? Is that why everyone’s obsessed with low-fat milk?)

And now, the results of their focus testing, an ad that highlights the life-giving powers of milk. According to this 30-second spot, every time you drink milk, you become a rock star and grow a milk propeller on your back.

Milk life. All you OJ drinkers are playa-hataz. *flashes milk gang symbol*

[Ad Age]

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