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.
Credits:
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