The “Got Milk?” ads and slogan, which began in 1993, is being replaced with a new tagline called “Milk Life.” Watching the new “Milk Life” ad instead of the “Got Milk?” ad makes one wonder, why would anyone be willing to spend more than $50 million on a new milk campaign at a time when milk prices continue to rise? As reported by AdAge on Feb. 24, 2014, “the national group, known as MilkPEP, plans to spend more than $50 million on the campaign, which will include TV, print, digital, retail promotions and PR.”
"Got Milk has very high awareness," said Sal Taibi, president at Lowe Cambell Ewald, New York. "But we have a new strategy. We have a new message and we just felt we needed a new approach."
According to the above video report, milk prices are rising because there is a higher demand for milk, there is a drought in California that makes it more expensive to feed the cows, and – since the economy is allegedly better – people are willing to pay more money for milk.
Interestingly, the “Got Milk?” ads and the slogan, which was licensed from the California Milk Processor board in 1995, are being kept by California processors. But on an otherwise national level, the new milk anthem will be “Milk Life.” One of the “Milk Life” TV ads shows milk powering consumers through activities like running, playing basketball or playing in a rock band. “What 8 grams of protein looks like when you unleash your inner rock star."
Unlike the “Got Milk?” ads, which emphasized that everyone, including celebrities, needed milk at some time, the new slogan focuses on the nutritional benefits of milk, including its protein content. After watching the new “Milk Life” ad, some people say that it made them feel like milk should be spilled. What do you think?