The “Do you have any milk?” »The ads are back but they’re not like the ones you remember

The dairy industry is resurrecting its “Got Milk?” »Slogan which marked a popular advertising campaign of 1993 to 2014. The idea, more or less, was to make milk sexy by putting awkward 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 users and YouTubers, and mustaches have been left in the past.

The new “Do you have any milk?” ” campaign, which will launch on Monday, is aimed at the “first social generation,” Yin Woon Rani, managing director of the Milk Processor Education Program, said in an interview with CNN Business. MilkPEP is the marketing arm of the dairy industry.

TV and digital ads feature user-generated social media videos of ordinary people – and stars like American Olympian Katie Ledecky – using milk creatively, she said.

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

“When the going got tough we saw Americans literally go out looking for milk,” she said. “And it wasn’t just that they drank more of it. They were finding fun and surprising ways to use it.”

A key campaign milestone is a TikTok challenge from swimmer Ledecky, whose #GotMilkChallenge featured her toss a glass of chocolate milk on his head swimming the length of an Olympic size pool.

“I grew up on ‘Got Milk?’ campaign, and I really love them presenting it to a new generation of kids, ”Ledecky said in an interview with CNN Business.

Milk remains a staple food in 94% of U.S. households, according to MilkPEP. But consumption has been on a downward trend in recent years. Milk sales, which IRI data puts at around $ 14 billion per year, have declined by about 2% to 2.5% per year, said Doug Adams, president of Prime Consulting Group, which works with MilkPEP.

Adams attributed the declines to broader changes 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 have reversed sales. For the 20-week period ended July 18, cow’s milk sales totaled $ 4.5 billion, an increase of 11.7% over the comparable period last year. according to Nielsen data.

Consumers also bought more milk substitutes, particularly trendy oat milk, which saw sales increase 250% to $ 132.4 million for the 20-week period ending July 18.
While the plant alternative milks have attracted attention and a significant investment money, the dairy industry is unfazed. Rani of MilkPEP said the decision to bring back “Got Milk?” was in response to the surge in cow’s milk sales, not the rise of potential competitors.

Correction: This story has been updated to include IRI annual milk sales data cited by Prime Consulting Group and MilkPEP.

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