“Got Milk” Campaign Is Winding Down

Lots of us grew up with the "Got Milk" ad campaign. Who doesn't remember seeing TV ads, magazine ads or even outdoor billboard with some celebrity sporting a milk mustache?

You probably won't be seeing much more of those.  The organization that launched "Got Milk" back in the 90s - the Milk Processor Education Program - is changing their campaign after four straight years of declining milk consumption. The new phrase is "Milk Life" and they hope that will again raise awareness and consumption of milk.

A story on NPR.org quotes the marketing director for MilkPEP as saying "you can read 'Milk Life' two ways. We want people to milk life, meaning getting the most out of their life, really ringing the last drop out of every single moment so that you can enjoy life to the fullest. Or perhaps you'll read it as 'living a milk life' with milk as a central part of a healthy life."

The USDA says that between 1977 and 2008, the number of people who did NOT drink milk daily rose to 54% from 41%.

No matter the details, I'll always be a milk drinker (I love whole milk, if anyone is keeping score. Anything less is like colored water!).  Got Milk?  Yes, with pizza or a PBJ.  Or, just because.