I remember being in the middle school hot lunch line and seeing ‘got milk?’ posters everywhere with singers and athletes posing with the famous milk mustaches. Those images stuck with me. It was great marketing!
The campaign was dropped six years ago because they weren’t seeing a rise in milk consumption. With that being said, that slogan’s back out of retirement. The Milk Processors Education Program (MilkPEP) is the one that chose to bring it back for social media and advertising. The group was trying to think of something else to use in order to get people buying more milk, but they always ended up back with ‘got milk?’.
The slogan’s been around since 1994 and it still has 60- 70% staying power after leaving for a little while. That’s why it was a no-brainer to bring the saying back.
When we look at COVID-19, there was a jump in milk consumption because people were stocking up and were also cooking at home significantly more. That’s why we’ve seen a 4% jump in milk purchases in 2020. As the pandemic slows down and more places start opening back up, the goal is to keep milk purchases steady. We don’t want to see another big drop in consumers buying it, especially with the ‘got milk’ slogan back!
Things are looking good though because this is all about supporting the dairy industry with social media. Also, it turns out that positive mentions of milk on social media have gone up 40%! Now we just need to keep those positive mentions coming!
