Dive Brief:
- "Got Milk," the marketing tag line that has been used by the dairy industry since 1995, is being retired.
- The Milk Processor Education Program is replacing the slogan with "Milk Life" and an all-new advertising campaign aimed at promoting milk's protein content.
- To marketers, the "Got Milk" campaign was legendary. It turned a commodity item into a branding powerhouse based on a remarkable idea: playing up milk's biggest shortcoming in the marketing world, i.e., that consumers only thought about milk when they realized they had run out of it.
Dive Insight:
We will miss the "Got Milk?" campaign more than we care to talk about. Our love for everything about it — the milk mustaches on some 300 celebrities, the countless parodies it spawned — is overwhelming.
No doubt the campaign will live on. The California Milk Processor board plans to keep using it, and the Web is filled with those milk mustache ads.
Still, for us the loss is unimaginable. So we're just going to sit and cry for awhile, watch this video, and yell "Aaron Burr!"
