"Milk Life" Replaces "Got Milk?"

After 21 years of success, the "Got Milk?" slogan is being replaced by "Milk Life." The original campaign started in 2013 and was best known for its celebrities sporting a milk mustache. Now, the Milk Processor Education Program is updating the slogan and producing new ads to address declining milk sales.

On a new website, the campaign features images of active people and milk-based products. A theme seems to be "8 grams of protein," and a new video, below, shows people being powered by milk as a windmill and parachute. The campaign emphasizes drinking milk in the morning to get the "power of protein."

Earlier phrases, such as "it does the body good," have fallen out of favor. According to one of the advertising executives who worked on the campaign, "It reminds them of why they didn't want to drink it in the first place."

Discussion Starters:

• Who do you think is the target market for this campaign?
• Assess the current campaign: look at the website photos, text, and images. What works well, and what could be improved?
• The AdAge article discusses non-dairy products, such as soy and almond milk. How does this campaign stack up to the competitors' messaging?