New Lowe Campbell Ewald Campaign Marks Beginning of the End for ‘Got Milk?’

By Erik Oster 

Lowe Campbell Ewald marks the end of an era today, with their campaign for Milk Processor Education Program (MilkPEP) offering up a new tagline that shifts away from the iconic “Got Milk?” line that seems like it’s been around forever.

Although the “Got Milk?” tagline will still be used in some markets, such as California (where the processors are reportedly still with Goodby), the campaign is largely fazing out the popular tagline in favor of “Milk Life” — which may or may not be inspired by “Thug Life.” Lowe Campbell Ewald’s multi-million dollar integrated campaign focuses on milk’s health benefits (fitting the new tagline), most notably as a strong source of protein.

“Got Milk has very high awareness,” Sal Taibi, president at Lowe Cambell Ewald, New York told AdAge, “But we have a new strategy. We have a new message and we just felt we needed a new approach.”

At the heart of the “Milk Life” campaign is the new anthem spot featured above, which “spotlights everyday moments of accomplishment, achievement and enjoyment, showing milk with the latest in graphic and animation technology to bring to life how families who include milk’s protein at breakfast make the most of their day.” The obviously high-budget visuals are impressive enough, and the spot is fairly well put-together, but I’ve got to say I really miss the milk mustaches. In addition to the 30 second anthem spot, the campaign also includes “print, TV and digital advertising, consumer and retail promotions, public relations and social media” — presumably also devoid of milk mustaches. The “Milk Life” campaign also marks the first work to come out of Lowe Campbell Ewald’s recently opened New York office. Stick around for credits after the jump, and let us know what you think of the new direction in the comments section.


Client: MilkPEP

Product: Milk


Agency: Lowe Campbell Ewald NY

President LCE NY: Sal Taibi

EVP, Group Creative Director: Bernie Hogya   

SVP, Group Creative Director: Ron Wachino                                            

SVP, Executive Producer: Josh Litwhiler

Senior Art Producer: Hillary Jackson

EVP, Group Account Director: Jonathan Lange

Account Director: Lisa Stroh

Account Supervisor: Emily Goodwin

Account Executive: Danielle Barish

Sr. Business Affairs Manager: Toni Velez-Lucarelli


TV Production Company: Tool of North America                                                                                                  

Director: Geordie Stephens                                                                                                              

Producer: Jeff Tanner


Director of Photography: Sean Stiegemeier

Executive producer: Oliver Fuselier

Line Producer: Jeff Tanner


Print Production Company: LL Reps

Print Photographer: Dimitri Daniloff                                                 


Editing House:  Union Editorial                                                                                               

Editor: Mike Colao                                                                                       

Producer: Sara Mills                                                                             


Music House: Beta Petrol                                                                                           

Executive Producers: Jason Baker, Brent Asbury


Sound Design: Audio Engine                                                                                                                     

Sound Designer: Carl Mandelbaum                                                                                


Audio Mix: Audio Engine                                                                                           

Mixer: Carl Mandelbaum