- The Washington Times - Tuesday, February 25, 2014

The “Got Milk?” ad campaign that has painted white mustaches on top celebrities for the past 20 years is getting a major overhaul.

The first “Got Milk” ad appeared in 1994 with supermodel Naomi Campbell and has featured scores of celebrities ever since. Now, the Milk Processor Education Program (MilkPEP) is changing the tagline to “Milk Life,” meant to teach consumers about the benefits of drinking milk, CNNreported.

“The reason why we used celebrities at the time was to help improve milk’s image,” Sal Taibi, president of Lowe Campbell Ewald, the agency involved in the “Got Milk” ads. “The idea was to convey the message that everybody drinks milk, even successful cool people.”

Mr. Taibi said his agency started working on a new concept with MilkPEP a year ago.

Julia Kadison, interim CEO for MilkPEP, said it’s time to re-think milk, which has declined in sales by about 1 percent each year for the past two years.

The “Milk Life” ads are set to roll out Tuesday, CNN reported.

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