Milk Life replacing, not retiring got milk? campaign: MilkPEP


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Milk Life replacing, not retiring got milk? campaign: MilkPEP

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The Milk Processor Education Program (MilkPEP) has signaled its latest move away from its celebrity-driven 20-year old got milk? campaign, but insists that the iconic marketing program is not being dumped.

The milk processor-funded organization, which is committed to increasing fluid milk consumption in the US, has officially launched Milk Life, a new campaign it hopes will “reinforce how milk’s many nutritional benefits – including high-quality protein – can help power the potential of every day.”

The launch of Milk Life, which will involve nationwide print, TV, and digital advertising, public relations, and social media, led to reports yesterday that MilkPEP was dropping got milk? after 20-years.

“While MilkPEP’s previous campaigns have been about changing milk’s image and making it more contemporary to encourage more consumption, the Milk Life campaign shows what milk actually does for you,”​ MilkPEP marketing director, Victor Zaborsky, told

Zaborsky moved to clarify, however, that while its new national tagline will be Milk Life, got milk? is not being retired as reported.

Replaced, not retired

“The got milk? tagline will still be used by the California Milk Processor Board,”​ said Zaborsky.


The MilkPEP got milk? campaign has been running since 1995, when the organization licensed the tagline from advertising firm, Goodby, Silverstein & Partners.

Since then, the likes of Aerosmith lead singer Steve Tyler, actress Angelina Jolie, singer Britney Spears, and British soccer player David Beckham, have adorned posters sporting milk mustaches. 

Zaborsky insists that the launch of Milk Life will not bring the got milk? era to an end.

“The National Milk Mustache got milk? campaign ran for the past 20 years and has featured hundreds of celebrities and athletes. During that time, it built tremendous equity, which is why you’ll continue to see got milk? on a number of dairy programs, including the California Milk Processor Board programs, however the new national tagline will be Milk Life," ​he said.

“The iconic Milk Mustache will continue to be part of the program in the future but not the core feature of our print campaign."

"Next 20-year campaign"

Milk Life was unveiled last month at the International Dairy Foods Association (IDFA) Dairy Forum 2014, where attendees were treated to a sneak preview of MilkPEP’s latest efforts to market white milk.

Julia Kadison, interim CEO of MilkPEP, told the packed Dairy Forum session that Milk Life had been designed to become the organization’s “next 20-year campaign.”

Alongside Milk Life, MilkPEP unveiled another new campaign, The Great American Milk Drive. The program was developed by Dairy Management Inc (DMI), the National Dairy Council (NDC), MilkPEP, and hunger-relief charity Feeding America, to make it “easier for Americans to buy milk for local food banks”​ in the hope of address the hunger faced by one in six people in the country.

The Great American Milk Drive is due to launch in late March 2014.

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