Wipe off that milk mustache.
The Milk Processor Education Program is moving on from its nearly 20-year national ad slogan "Got Milk?" to a new campaign called "Milk Life," which aims to highlight milk's nutritional benefits.
The reason? Julia Kadison, interim CEO of MilkPEP, says the $50 million campaign aims to get the attention of consumers again.
"The milk industry has had a tough bill over the last few years. Consumers seem to be forgetting about milk," Kadison said. "They needed to be educated or reminded of the nutritional value of milk."
The national organization of milk companies launched the campaign, which includes print, and leans heavily on TV and digital ads, on Monday with ad agency Lowe Campbell Ewald, New York.
MilkPEP used the "Got Milk?" tagline since 1995 after the slogan was licensed from the California Milk Processor Board. The tagline was created by advertising agency Goodby, Silverstein & Partners.
The California processors will continue to use "Got Milk?"
The national group decided to focus on everyday Americans instead of the celebrities that represented the "Got Milk?" campaign.
Stars including Steven Tyler, Hanson, Alex Trebek, Angelina Jolie, David Beckham, Martha Stewart, Dennis Rodman, Susan Sarandon and Britney Spears wore their milk mustaches proudly.
And who can forget the famous "Got Milk?" commercial from the nineties where a phone participant loses a radio contestant over the answer to the question "Who shot Alexander Hamilton?"
Sadly, he's out of milk to wash down his peanut butter sandwich and can't pronounce the answer, Aaron Burr.