One of the most recognizable ad campaigns of the last 20 years is simply going away.
The famous white moustache in the “Got Milk?” campaign graced the upper lip of some of the most famous celebrities of the 90s and 2000s. The campaign was created in 1993 by the Goodby, Silverstein & Partners agency for the Milk Processor Education Program (MilkPEP).
It spawned several unforgettable commercials, including this one:
It’s also been parodied ad nauseam
In place of the old tagline, the organization has a new slogan: “Milk Life.”
According to Advertising Age
, the new campaign from agency Lowe Cambell Ewald aims to put more emphasis on milk’s nutritional benefits.
Behold “Milk Life”:
Not all aspects of the former campaign have been killed off, however. The California Milk Processor board is opting to keep the original tagline and those recognizable milk moustaches are still prevalent on the new Milk Life website