Milk Got A Life

The dairy industry’s “Got Milk?” campaign is one of the most famous advertising campaigns of the last twenty years. It was a transformative campaign, one that dealt with “the most boring project imaginable” and turned it into something well known and highly recognizable. However, the dairy industry has ditched the familiar “Got Milk?” slogan and has picked up “Milk Life” as the new catchphrase. However, can “Milk Life” save the dairy industry?

According to the USDA, per-capita consumption of fluid milk and cream fell by 25 percent from 1975 to 2012 and is on a continuing decline. Julia Kadison, the interim CEO of MilkPEP, attributes this decline to factors such as long-term unemployment, a declining birth rate, and the rise of substitute products for dairy milk like almond and soy milk. With these rates on the decline, “Milk Life” has not only big shoes to fill but also big improvements to make.

The new campaign has no celebrities or milk mustaches – it features regular people and a recent commercial shows splashes of milk propelling people through their daily activities. The previous campaign spent a lot of time on kids- MilkPEP sent a lot of posters to schools to promote to children. However, “Milk Life” focuses on parents and other adults. The new ads showcase milk in a hyper-competitive food and beverage marketplace. It points out that a glass of milk can have eight grams of protein.

Meanwhile, “Got Milk?” isn’t gone for good. The original commissioners of the campaign, the California state milk processor board, are continuing to use the ads and MilkPEP will continue to license the phrase. Jeff Goodby, co-chairman of Goodby, Silverstein & Partners who were the original creators of “Got Milk?”, says he’s not disappointed about MilkPEP adapting a new campaign. “ I think it’s an interesting experiment and I’ll watch it with fascination. They’re trying to embrace the sort of greater goodness of milk. There’s nothing wrong with that.”

I don’t think “Milk Life” is going to get the dairy industry anywhere. The health fad of soy and almond milk is too strong for dairy milk to overcome. “Milk Life” just isn’t a unique enough campaign that will draw people in, especially adults. I think the focus on adults will be one of the key differences and deciding factors of whether this new campaign will be successful or not. It was easy to focus on children with “Got Milk?” because they were drinking it in the cafeterias at school with the celebrity milk moustaches staring down at them. Kids were watching the “Got Milk?” commercials on TV. However, “Milk Life” is just like every other advertisements adults see, and I do not think it will be effective.


Victor, L. (2014, Feb 24). The dairy industry is axing ‘got milk?’. Time. Retrieved from


4 thoughts on “Milk Got A Life

  1. Personally, I don’t think this campaign will do anything for the milk industry either. I’m not really sure why the milk industry has such a difficult time with sales and executing advertising campaigns, but I don’t think that “Milk Life” is will take them in the direction they want to go. When I first read that their new slogan was “Milk Life,” I didn’t really understand the meaning behind it. I don’t particularly think that the copy is that great and it might have a difficult rivaling “Got Milk?” However, I think the facts about how much milk it takes to successfully do certain activities is an interesting aspect that they’re incorporating.


  2. As with any new health/food fad, I think it is going to take a crisis to bring down the soy and almond milk market. Once this happens, which it is bound to eventually, Got Milk can once again be seen as pure and trusted. But Milk Life is just not going to bring milk out of its slump.


  3. I totally agree that this campaign just does not seem effective. The slogan seems to be trying to capture the language of the modern times, but is just plain ordinary in my opinion. The “Got Milk?” campaign is just so embedded in our minds that it would be hard to associate milk with a different campaign.


  4. I agree they need a new and more powerful campaign if they want any success. Even though there is the health fad with soy, and almond milk I don’t think any of the varieties are going away anytime soon. Milk should be able to stand its own with a stronger campaign.


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