AP

The ‘Got Milk?’ ads are back but they’re not like the ones you remember

Aug 3, 2020, 7:39 AM | Updated: 7:39 am

The TV and digital ads showcase user-generated social media videos of everyday people — and stars...

The TV and digital ads showcase user-generated social media videos of everyday people — and stars like US Olympian Katie Ledecky — using milk in creative ways, she said. Credit: Milk Processor Education Program

(CNN) — One of the most iconic questions in advertising history is back.

The milk industry is resurrecting its “Got Milk?” slogan that branded a popular ad campaign from 1993 to 2014. The idea, more or less, was to make milk sexy by putting goofy white mustaches on celebrities like Britney Spears, Dennis Rodman, Jonathan Taylor Thomas, and even Kermit the Frog.

But this time around, most of the stars are TikTok-ers and YouTubers, and the mustaches have been left in the past.

The new “Got Milk?” campaign, which launches Monday, is for the “social-first generation,” said Yin Woon Rani, chief executive of the Milk Processor Education Program, in an interview with CNN Business. MilkPEP is the dairy industry’s marketing arm.

The TV and digital ads showcase user-generated social media videos of everyday people — and stars like US Olympian Katie Ledecky — using milk in creative ways, she said.

The impetus for the “Got Milk?” revival was a resurgence of dairy milk sales amid the pandemic, Rani said.

“When things got tough, we saw Americans literally went out and got milk,” she said. “And it wasn’t just they were drinking more of it. They were finding fun and surprising ways to use it.”

A key leg of the campaign is a TikTok challenge from swimmer Ledecky, whose #GotMilkChallenge featured her balancing a glass of chocolate milk on her head while swimming the length of an Olympic-sized pool.

“I grew up with the ‘Got Milk?’ campaign, and so I really love that they’re bringing it forward to a new generation of kids,” Ledecky said in an interview with CNN Business.

Milk remains a staple in 94% of American households, according to MilkPEP. But consumption has been on a downward trend in recent years. Sales of milk, which run north of $10.5 billion per year have been down about 2% to 2.5% annually, said Doug Adams, president of Prime Consulting Group, which works with MilkPEP.

Adams attributed the declines to broader shifts in Americans’ eating behaviors. When people started to eat more meals away from home, they drank less milk, he said.

But lockdowns during the pandemic turned sales around. For the 20-week period that ended on July 18, sales of cow’s milk totaled $4.5 billion, an increase of 11.7% from the comparable period last year, according to Nielsen data.

Consumers also bought more milk alternatives, notably trendy oat milk, which saw sales increase 250% to $132.4 million for the 20-week period ending on July 18.

While the plant-based alt-milks have garnered attention and some hefty investment money, the dairy industry is unfazed. MilkPEP’s Rani said the decision to bring back “Got Milk?” was in response to the surge in dairy milk sales, not the rise of potential competitors.

The-CNN-Wire
™ & © 2020 Cable News Network, Inc., a WarnerMedia Company. All rights reserved.

We want to hear from you.

Have a story idea or tip? Send it to the KSL NewsRadio team here.

AP

The seal of the Federal Communications Commission (FCC) is seen before an FCC meeting to vote on ne...

DAVID HAMILTON AP Technology Writer

Net neutrality restored as FCC votes to regulate internet providers

SAN FRANCISCO (AP) — The Federal Trade Commission on Thursday voted to restore “net neutrality” rules that prevent broadband internet providers such as Comcast and Verizon from favoring some sites and apps over others. The move effectively reinstates a net neutrality order the commission first issued in 2015 during the Obama administration. In 2017, under […]

1 hour ago

Passenger drop off their baggage at United Airlines in C Terminal at George Bush Intercontinental A...

DAVID KOENIG AP Airlines Writer

Airlines will now be required to give automatic cash refunds for canceled and delayed flights

The Biden administration issued final rules to require airlines to automatically issue cash refunds for things like delayed flights.

10 hours ago

FILE - Chicago's iconic Rat Hole along the 1900 block of West Roscoe Street in the Roscoe Village n...

RICK CALLAHAN and KATHLEEN FOODY Associated Press

Chicago’s ‘rat hole’ removed after city determines sidewalk with animal impression was damaged

A Chicago sidewalk landmark called the "rat hole" was removed Wednesday after city officials said it was damaged and needed to be replaced.

23 hours ago

Two horses on the loose bolt through the streets of London near Aldwych, on Wednesday April 24, 202...

Pan Pylas, Associated Press

Rush hour chaos in London as 5 military horses run amok after getting spooked during exercise

The chaos started when the horses were exercising for an upcoming military parade and heard a construction noise from a nearby building.

1 day ago

A TikTok content creator, sits outside the U.S. Capitol, Tuesday, April 23, 2024....

HALELUYA HADERO AP Business Writer

Senate passes bill forcing TikTok parent company to sell or face ban, sends to Biden for signature

The Senate passed legislation that would force the parent company of TikTok to sell the social media platform under the threat of a ban.

2 days ago

A wood sign with the Google Cloud logo on a sunny day. A person rides their bike behind it....

Associated Press

Google has fired more workers who protested its deal with Israel

An activist group says Google fired at more workers following protests of technology the company is supplying the Israeli government amid the Gaza war.

3 days ago

Sponsored Articles

a doctor putting her hand on the chest of her patient...

Intermountain Health

Intermountain nurse-midwives launch new gynecology access clinic

An access clinic launched by Intermountain nurse-midwives provides women with comprehensive gynecology care.

Young couple hugging while a realtor in a suit hands them keys in a new home...

Utah Association of Realtors

Buying a home this spring? Avoid these 5 costly pitfalls

By avoiding these pitfalls when buying a home this spring, you can ensure your investment will be long-lasting and secure.

a person dressed up as a nordic viking in a dragon boat resembling the bear lake monster...

Bear Lake Convention and Visitors Bureau

The Legend of the Bear Lake Monster

The Bear Lake monster has captivated people in the region for centuries, with tales that range from the believable to the bizarre.

...

Live Nation Concerts

All the artists coming to Utah First Credit Union Amphitheatre (formerly USANA Amp) this summer

Summer concerts are more than just entertainment; they’re a celebration of life, love, and connection.

Mother and cute toddler child in a little fancy wooden cottage, reading a book, drinking tea and en...

Visit Bear Lake

How to find the best winter lodging in Bear Lake, Utah

Winter lodging in Bear Lake can be more limited than in the summer, but with some careful planning you can easily book your next winter trip.

Happy family in winter clothing at the ski resort, winter time, watching at mountains in front of t...

Visit Bear Lake

Ski more for less: Affordable ski resorts near Bear Lake, Utah

Plan your perfect ski getaway in Bear Lake this winter, with pristine slopes, affordable tickets, and breathtaking scenery.

The ‘Got Milk?’ ads are back but they’re not like the ones you remember