WASHINGTON: Weber Shandwick is working with long-time client the Milk Processor Education Program to transition its slogan away from the long-running “Got Milk?” and launch a campaign this week touting the “Milk Life.”
“This new campaign, ‘Milk Life,' is born out of a new insight, a new strategy,” said Janet Helm, chief food and nutrition strategist for North America at Weber.
Milk is a good source of protein, which many people do not realize, she said. The effort emphasizes that benefit, telling consumers it will keep them fuller for a longer period of time, helping their weight management. Through its research, the firm and MilkPEP realized how important protein is to consumers, so they are working to promote milk's nutritional perks.
“Protein, right now, is the new black,” said Helm. “Milk powers potential, and we're trying to appeal on an emotional level as well as with a rational argument.”
With registered dieticians and nutritionists on staff, Weber is leveraging science to promote a nutritional message to promote milk, she added.
The campaign will be fully integrated, featured on TV – it's already on YouTube – and through social media and in-store promotions, complete with a #milklife hashtag, said Victor Zaborsky, marketing director at MilkPEP.
“We wanted to craft it into a new communications strategy, to start from the bottom and build a brand new campaign,” he explained.
Zaborsky added that the “Got Milk?” campaign, which features celebrities sporting milk mustaches, has not been abandoned. It could still be used in some places such as California, where it originated.
MilkPEP began using the “Got Milk?” tagline in 1995 after licensing the slogan from the California Milk Processor Board. Advertising agency Goodby Silverstein & Partners has been widely credited with creating the catchphrase.