‘Got Milk?’ Campaign Revives Its Ads With A New Look For The Pandemic Era
Video screenshot via got milk?
The famous ad campaign backed by America’s dairy milk industry has returned with an udderly distinct vibe.
No more milk mustaches to be seen here. Taking a churn from enlisting celebrities such as Britney Spears, Harrison Ford, and Angelina Jolie with their frothy mustaches, the new Got Milk? campaign shows online personalities and everyday people repurposing milk in more ways than just drinking it.
To butter up the “social-first generation,” the renewed adverts reveal how YouTubers, TikTokers and more have been creatively using milk during the COVID-19 crisis, said Yin Woon Rani, chief executive of the industry’s marketing arm Milk Processor Education Program, to CNN Business.
As Americans started eating out more frequently over the years, cow milk sales declined. However, the need to stay home more often during the pandemic has brought an incredible 11.7-percent resurgence of sales in comparison with the same period last year, Nielsen data shows.
“When things got tough, we saw Americans literally went out and got milk,” Rani described. “And it wasn’t just they were drinking more of it. They were finding fun and surprising ways to use it.”
In one #GotMilkChallenge, Olympic swimmer Katie Ledecky can be seen propping up a glass of chocolate milk on her head and keeping it stable as she swims across an Olympic-sized pool. Others use dairy milk in trick shots, fill it into kiddie pools, and even turn bottles into an igloo.
Of course, alternative plant-based milks have gained popularity since the Got Milk? campaign ended its run in 2014, but the dairy industry in America is reportedly unaffected by this demand. Rani explained that the move to bring back the Got Milk ads was spurred by the recent jump in cow’s milk sales, as opposed to them being used as a defense against possible new rivals.
[via CNN Business, videos and cover image via got milk?]
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