After more than two decades, the iconic “Got Milk?” ad campaign is being put out to pasture.

Created in 1993 by the advertising agency Goodby Silverstein & Partners, the ad was first used by the California Milk Processor Board. After finding success in the Golden State, “Got Milk?” was later licensed for use by milk processors and dairy farmers.

The print and television ads, which featured notable celebrities, have been credited with increasing milk consumption first in California and later throughout America.

Supermodel Heidi Klum in a "got milk?" ad. After more than 20 years of use, the slogan will retire nationwide (image source: foodista.com)

Supermodel Heidi Klum appeared in a “Got Milk?” ad. After more than 20 years of use, the slogan will retire nationwide. (Image source: foodista.com)

But now, the Milk Processor Education Program has decided to go in a different direction with ad agency Lowe Campbell Ewald, according to Business Insider.

The new campaign slogan? “Milk Life.”

“Milk Life” will market milk for its protein and the important role it can play in athletic activities.

Here’s the first ad from the new campaign:

If it’s any consolation, the “Got Milk?” campaign isn’t completely dead — the California Milk Processor Board plans to continue using the tagline.


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Featured image via Wikimedia Commons. This post has been updated.