|The new tagline is "Milk Life"|
After nearly 20 years, however, Got Milk? is no longer the national tagline for the Milk Processors. It's still in use in California, where it originated. But the new national tagline is "Milk Life," backed by a $50 million campaign. In fact, Milk Life already has its own FB page (with 451,000 likes) and its own hashtag (#milklife).
Whether the new campaign will reverse U.S. milk consumption trends is a big question mark. Americans drink a lot less milk today than they did in 1970, and the downward trend is especially pronounced for full-fat milk.
alternatives. One glance at the "milk section" of the supermarket will give you a hint at the many segments being targeted and the many products being offered. This is a consumer behavior issue as much as a targeting and positioning challenge.
On the other hand, milk consumption is going up in some nations. Not in the UK, where the downward trend is evident, but in many developing countries, including China.