‘got milk?’ Gets New Life
The iconic ‘got milk?’ advertising logo is a getting a new lease on life, being brought back to prominence by the Milk Processors Education Program (MilkPEP) through digital, social media, network/cable and point-of-sale advertising.
“The new campaign will run the full gamut,” Yin Woon Rani, MilkPEP CEO, says. The program, which had debuted in 1994, reached almost cult status 25 years ago. But it eventually was abandoned six years ago because while recognizable, it did not drive consumers to buy and consume more milk.
“’got milk?’ has amazing staying power, with 60 to 70% recall and staying power with teens and ‘tweens,” says Rani. “We looked at alternatives, but looking at the data—particularly brand recall—it just rose to the top.”
The COVID-19 pandemic has caused a surge in stay-at-home eating, with milk sales up 4% this year. The new ad campaign is designed to keep milk foremost in consumers’ minds and hopefully maintain sales once the pandemic subsides.
Milk has already taken on a life of its own, particularly on social media. In one TikTok clip, Olymipic Gold Medal swimmer Katie Ledecky swims the length of a swimming pool balancing a glass of chocolate milk on her head. In other clips, people are opening a gallon of milk with their toes or jumping into a kiddie pool filled with cereal and milk.
As a result, positive social media mentions of milk are up 40%, Rani says. The new campaign is designed to maintain that market momentum, she says.