After 20 Years, Dairy Industry Dumps 'Got Milk?'

After nearly 20 years, the dairy industry has decided its "Got Milk?" slogan is nearing the end of its shelf life. Amid slumping sales and stiff competition from the likes of almond milk, the Milk Processor Education Program has switched to a campaign called "Milk Life" that aims to highlight milk's nutritional benefits, AdAge finds. The $50 million nationwide ad campaign launched yesterday focuses heavily on milk's protein content and uses everyday Americans instead of the celebrities who starred in "Got Milk" ads, reports USA Today.

"The milk industry has had a tough bill over the last few years. Consumers seem to be forgetting about milk," says the CEO of the national organization of milk producers. "They needed to be educated or reminded of the nutritional value of milk." Cereal sales are also sagging and the milk campaign may soon get a boost from a "masterbrand" campaign that a Kellogg's spokesman says will stress that milk and cereal together "provides a very, very strong protein benefit." (More milk stories.)