As milk sales rise, ‘Got milk?’ ads return

The dairy industry has a familiar question for you: “Got milk?”

Six years after the popular tagline was retired, “Got milk?” ads are back. A dairy industry-funded group is reviving the campaign, hoping to prolong the boost milk has gotten during the pandemic.

U.S. milk sales have been in freefall for decades as choices grew and consumers turned to soda, juices and plant-based alternatives like soy milk. Dean Foods, the nation's biggest milk producer, filed for bankruptcy protection in November. Borden Dairy, another major producer, followed with its own bankruptcy in January.

But then came the coronavirus pandemic, and milk sales saw a sharp rise. Kids who were no longer having meals at school were drinking milk at home. Adults — no longer commuting — had time for a leisurely bowl of cereal. Many people were buying milk to bake and cook at home.

Unlike the original “Got milk?” campaign, which debuted in 1994 and was known for its glossy photos of celebrities sporting milk mustaches, the new campaign reflects the age of social media.

Television ads feature videos culled from the Internet of people doing funny things with milk, like opening a gallon with their toes or jumping into a kiddie pool filled with milk and cereal. In one TikTok spot, Olympic gold medalist Katie Ledecky swims the length of a pool with a glass of chocolate milk balanced on her head.

Yin Woon Rani, CEO of MilkPEP — short for the Milk Processor Education Program, which is funding the campaign — said cow's milk ticks the boxes of what consumers are looking for during a pandemic: comfort, nutrition, stability and versatility. Social media research showed a 40% increase in positive mentions about milk this year, she said.

“It's been a really exceptional year,” she said. “We're very focused on, ‘How do we sustain that demand?”’