Got milk? Not anymore.
The milk industry on Monday replaced its two-decade-old slogan, “Got Milk?” with a new catch phrase, “Milk Life.”
“We want to make sure that milk is relatable, relevant and meaningful to Americans,” said Julia Kadison, interim CEO of the Milk Processor Education Program.
“Got Milk?” had been the go-to line since 1993, when the California Milk Processor Board first rolled it out. Scores of celebrities donned “milk mustaches” for the popular campaign.
Now the milk business needs a big boost. Per-capita consumption of fluid milk and cream has fallen by 25 percent from 1975 to 2012, according to the USDA.