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MilkPEP Ditches Iconic Milk Mustache and "Got Milk?" Tagline

Posted by Dale Buss on February 24, 2014 04:47 PM

After nearly 20 years, the milk mustaches were kind of drying up—in their effectiveness, at least. So MilkPEP has finally ditched its iconic "Got Milk?" campaign in favor of a new positioning that pursues the theme du jour for much of the American CPG business these days: protein.

"Milk Life" is the new tagline of advertising for the US Milk Processor Education Program (MilkPEP), which borrowed the "Got Milk?" theme from the California Milk Processor Board and then made it iconic by slapping milk mustaches on hundreds of celebritries, ranging from Frankie Muniz to Heidi Klum, in print ads, billboards and TV commercials.

"We want to make sure that milk is relatable, relevant and meaningful to Americans," said Julia Kadison, interim CEO of MilkPEP, in a statement. "We love that 'Milk Life' has a powerful double meaning: It's about wringing every last drop out of every single moment, and it represents a way of living where milk helps power you to be your best."Continue reading...

brand news

In the News: Amazon, Facebook Phone, Toys 'R' Us and more

Posted by Dale Buss on April 2, 2013 09:07 AM

In the News

Amazon sees online retail rivals rise in 4Q and reign as most expensive stock end as company may have smartphone ambitions.

Facebook phone, no longer a rumor, is coming to Android.

Toys 'R' Us pulls planned IPO.

American Airlines settles fare suit with Orbitz.

American Express tests geo-targeted ads in London cabs.

American Greetings decides to go private.

Apple apology by CEO Tim Cook seems to satisfy Chinese authorities.Continue reading...

celebrity brandmatch

Salma Hayek's Milk Mustache Puts Pep in "Got Milk?"

Posted by Barry Silverstein on March 1, 2012 11:02 AM

In late 1993, what would become one of the best-known ad campaigns of all time launched with the California Milk Processor Board's marketing campaign and slogan, "got milk?" Since then, the tagline has had unequaled staying power. Ads featuring celebrities with "milk mustaches" have become globally recognized and a stamp of approval validating an array of entertainers' personal brands.

The campaign did something else, too — it made milk relevant again. It pumped up milk's consumption, an objective which continues to be at the heart of the "got milk?' campaign today. But in contemporary terms, the milk brand needed another kind of update, one that embraced the growing Hispanic demographic in the U.S.

That's why the latest iteration of "got milk?" features the Hispanic actress Salma Hayek. Hayek not only wears the famous milk mustache, she also becomes the first bilingual spokesperson for the campaign.Continue reading...

Brands to Watch: Borders, Red Bull, Nokia & more

Posted by Shirley Brady on July 21, 2011 06:00 PM

Brands to Watch

Apple exceeds one million Lion downloads on first day.

Borders liquidation plan approved by judge, while 11th hour Books-A-Million offer may save up to 30 stores, as employees start Google+ group.

California Milk Processor Board pulls controversial PMS campaign.

Etsy founder steps aside for new CEO.

Facebook Comments add videos, photos and website previews.

Fiat buys up US government stake in Chrysler.

Ford and Chevrolet will enhance NYC taxi fleet.Continue reading...

campaign tactics

Got PMS Problems? Men, Drink Up!

Posted by Dale Buss on July 11, 2011 06:30 PM

Lots of relationship humor and a few TV commercials plumb the challenges of PMS for both the sufferer and her loved ones.

Now, the California Milk Processor Board is suggesting that a few glasses of milk might help the whole scourge go away — or at least be more tolerable — not only for the sufferer, but for the longsuffering (read: men).

The new “Everything I Do Is Wrong” campaign, which breaks today, represents the latest attempt by America's biggest dairy marketing co-op to position their staple product as a nutritional aid rather than an obstacle.

They have tried to use scientific research to persuade consumers that certain types of dairy-based diets can actually assist weight loss, for instance, and that chocolate milk is a highly effective post-workout “recovery drink.”Continue reading...

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