Got Milk?—The Next Generation

During the pandemic, milk sales increased about 4%, which inspired MilkPEP, the group that represents the country’s milk companies, to bring back the iconic "Got milk?" campaign, but revamped for the new, tech-savvy generations.

“I’ve been so inspired by how people have creatively embraced milk this year,” said Yin Woon Rani, CEO of MilkPEP. “From whipping Dalgona coffee to running a mile with a glass of milk in-hand, today’s TikTok-ers are finding more ways to connect with milk. All the milk love inspired us to reimagine 'Got milk?' for today’s social-first generation.

The new campaign asks milk drinkers to “show us what you got.” Participants in the campaign include U.S. Olympic Gold Medalist Katie Ledecky taking a dip into the waters of TikTok. The new pitch also reimagines the back-to-school season while providing unexpected and changing experiences to help kids and parents find more fun, nutrition and normalcy in an ever-changing world. 

Rooted in social media and influencer content, the campaign also includes TV and digital ads along with retail partnerships and promotions.

“The reimagination of this iconic campaign embraces an iconic line as a fresh start for our industry,” said Rani. “Our partners at the California Milk Processor Board—creator of the famous 'Got milk?' campaign—and the rest of the industry and milk brands across the country are excited to bring got milk? forward, on a national level, to a new generation of milk lovers.”