Created by the California Milk Processor board in 1993, “Got Milk” went national at the hands of the Milk Processor Education Program in 1995 and quickly became ubiquitous. But, Ad Age reports, with fewer Americans eating breakfast and soy and almond milk making inroads, Big Milk decided they need a new slogan and a new pitch, dreamed up by ad agency Lowe Campbell Ewald.
Now, the group will attempt to sell you on the nutritional value of milk — but, like, in a totally hip way. Take for instance this ad, which suggests the white stuff will help you feel more energetic chasing your kids, walking lots of dogs and even fronting a garage band. Who needs cocaine when you’ve got milk?
Never mind that if you actually chug milk and try to run anywhere, you will probably upchuck. It’s about living life to the fullest!
See, folks are just really preoccupied with protein these days:
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.”
Beats trying to hold down one of those disgusting energy bars, I guess. Meanwhile, the California milk cabal will stick with its famous campaign. So there’s still hope if, like most ’90s kids, your stereotype of success is to appear someday in a “Got Milk” ad.