The National Dairy Processors group known as MilkPEP is dropping its “got milk?” campaign. The slogan, developed by the California Milk Processors Board in 1993 has been used by MilkPEP since they licensed it in 1995.
The group is launching a new $60 million “milk life” campaign designed to “reinforce milk’s many nutrition benefits including high quality protein.” The group cites declining fluid milk sales in the face of increasing competition as the reason for the change.
California processors will continue to use “got milk?”
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