“Got Milk? Not anymore. The Milk Processor Education Program is sidelining the iconic ad slogan in favor of a new tagline, ‘Milk Life,’ which puts emphasis on milk’s nutritional benefits, including its protein content.
The change is part of a national campaign launching Monday [Feb. 24, 2014] that seeks to return the sluggish dairy milk category to growth…
Protein is ‘really in the news and on consumer’s minds,’ said Julia Kadison, interim CEO of MilkPEP. ‘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’…
The nutritional pitch is a very different positioning from the original concept that spurred the creation of ‘Got Milk,’ which was to dramatize situations in which consumers suffer without milk to accompany foods like cake and cookies.”