“Got Milk?” Ad Campaign Ousted

Feb 25, 2014

After 20 years, the “Got Milk?” campaign has been dropped.

The Milk Processor Education Program, which represents the nation’s milk processors, is replacing the once widely popular marketing ad campaign with a new tagline called “Milk Life”.

The “Got Milk?” line began in 1993, and featured American celebrities wearing milk mustaches, but now the focus is on regular people doing regular things like running outside, walking the dog, playing basketball or teenagers jamming in a rock band.

See video commercial below:

Fluid milk consumption in the United States has been on a steady decline. From 1975 to 2012, milk and cream sales have fallen by 25 percent. Instead, many consumers have switched to other options including soy, almond and coconut milks. The new line of ads aims to get consumers thinking about drinking more milk again. Only time will tell if “Milk Life” can reverse the trend.

Video: Evolution of Beef Cattle Farming

The Clear Conversations podcast took to the road for a special episode recorded in Nashville during CattleCon, bringing listeners straight into the heart of the cattle industry. Host Tracy Sellers welcomed rancher Steve Wooten of Beatty Canyon Ranch in Colorado for a wide-ranging discussion that blended family history and sustainability, particularly as it relates to the future of beef production.

Sustainability emerged as a central theme of the conversation, a word that Wooten acknowledges can mean very different things depending on who you ask. For him, sustainability starts with the soil. Healthy soil produces healthy grass, which supports efficient cattle capable of producing year after year with minimal external inputs. It’s an approach that equally considers vegetation, animal efficiency, and long-term profitability.

That philosophy aligned naturally with Wooten’s involvement in the U.S. Roundtable for Sustainable Beef, where he served as a representative for the Colorado Cattlemen’s Association. The roundtable brings together the entire beef supply chain—from producers to retailers—along with universities, NGOs, and allied industries. Its goal is not regulation, Wooten emphasized, but collaboration, shared learning, and continuous improvement.