Industry Wipes Away 'Got Milk?' Mustache After Sales Take Spill
There's a new slogan in town that will replace "Got Milk?"
The famous tagline that encouraged Americans to consume more dairy has been benched by the Milk Processor Education Program, or MilkPEP, the national group of milk processors that launched the campaign back in 1993. The industry is hoping it can win back consumers with the slogan, "Milk Life," after sales declined, year over year, for the last four years.
You can read "Milk Life" two ways, says Victor Zaborsy, the marketing director of MilkPEP. "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," he says.
Or perhaps you'll read it as "living a milk life" — with milk as a central part of a healthy life.