The end of Got Milk? and the campaign ads through the years

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Olympic silver medalist Sasha Cohen's "Got Milk?" campaign had the tag line "Edge by Sasha. Body by milk."
Kirk McKoy / TFW Los Angeles Times
Perez Hilton is the celebrity blogger, the self designated Queen of All Media whose website is among the most popular on the web.
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Olympic swimmer Michael Phelps' milk-mustache ad reads "Liquid Gold. 9 essential nutrients to make big waves. got milk?''
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The Hulk's milk-mustache ad is aimed at almost 70 percent of teen boys who fall short of meeting their recommended daily intake of calcium.
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Number one best-selling author and nationally syndicated daytime TV series host Dr. Phil McGraw has been an outspoken leader in the fight against obesity. Now McGraw, author of New York Times best-seller, "The Ultimate Weight Solution: The 7 Keys to Weight Loss Freedom," will be drinking on a milk mustache to demonstrate why lowfat or fat free milk should be an important part of any weight loss plan. One of the first celebrities to tackle the nation's obesity issue, Dr. Phil's ad educates consumers on the latest research that suggests getting 24 ounces of milk in 24 hours could help them lose more weight than reducing calories alone. His entire fee to appear in the Milk Mustache ad will go to the Dr. Phil Foundation to help in the fight against childhood obesity.
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Bebe Neuwirth, "It figures. Singing, dancing and acting and keeping a killer figure isn't easy. And after all the years I've spent in the spotlight, who knew the best kept secret is already in my fridge? Recent studies suggest that including 24 ounces of low fat or fat-free milk a day in a reduced calorie diet may help you lose more weight than cutting calories alone so you stay lean and strong. Now, that's something to sing about."
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"Sex and the City" actress Kim Cattrall's milk mustache ad speaks out to the 28 million Americans, 80 percent of whom are women, at risk for developing osteoporosis.
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Batman appears in a "got milk?" campaign to help promote the June 15, 2005 release of "Batman Begins," the ad debuts in the May 20th issue of Rolling Stone. The ad copy reads: "For the hero in all of us. Milk's 9 essential nutrients give me the strength and energy I need to fight the forces of evil. Not drinking milk? Now that would be a crime."
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Jake Delhomme and Ty Law's milk-mustache ad ahead of the 2004 Super Bowl with the caption: "I want the ball. Come and get it. It's go time for Ty Law and Jake Delhomme. It's not time for friendly competition. It's go time. And they wouldn't have made it this far without the 9 essential nutrients they get in each glass of milk. So this Sunday, winner takes all. Loser thinks about it all summer"
Christopher Polk / Getty Images for Got Milk?
Chris Bosh poses with Maynard the Giraffe during the unveiling of the latest Got Milk? ad at the Los Angeles Convention Center on February 17, 2011 in Los Angeles, California.
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Titanic director James Cameron's milk mustache ad reads: "I Like To Float Big Chunks Of Ice In Mine."
GEORGE SKENE, ORLANDO SENTINEL
Rulon Gardner with his Olympic Goal medal at Disney's Wide World of Sports Friday. He has just unveiled his Got Milk poster.
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Venus Williams and sister Serena slam milk to toast Venus's win at the US Open in 2000. The sisters are featured in an ad for the Milk Mustache/"got milk?" campaign. The ad reads: "One cup two straws. Please. What's the best way to toast my sister's victory? With milk. It has nine essential nutrients active bodies need. You might say it's the only thing we serve." ORG XMIT: BW2
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Before Donovan McNabb of the Philadelphia Eagles and Tedy Bruschi of the New England Patriots put on their game faces for Super Bowl XXXIV, they will suit up for the eighth annual pre-game Milk Mustache ad, debuting for the first and only time in the Friday, February 4, 2005 issue of USA TODAY. The ad reads, "This Sunday, we'll see who wants it more. It's winner take all on game day, and only the strong survive. That's why milk's 9 essential nutrients are part of every competitor's game plan."
Peter Larsen, Getty Images for Got Milk?
Chris Bosh on set during a Got Milk? Refuel photo shoot on July 19, 2010 in Dallas, Texas.
HO, Knight Ridder Tribune
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March 8, 2000--Teen sensation Britney Spears is "driving her fans crazy" just one more time by posing for her second Milk Mustache ad as the 100th Milk Mustache celebrity to appear in the famed "got milk?"(R)/Milk Mustache campaign.
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Olympic swimmer Dara Torres in a "got milk?" advertisement.
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The New England Patriots' Ty Law milk mustache ad debuted after the team's Super Bowl win in 2004.
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Rising star Fefe Dobson has joined the ranks of Britney Spears and Nelly with her own Milk Mustache ad, debuting in the March 5, 2004 issue of Teen People.
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Mary-Kate and Ashley Olsen's ad aimed to curb teen calcium crisis.

PUBLISHED: February 25, 2014 at 3:12 p.m. | UPDATED: April 5, 2019 at 5:37 a.m.

The ‘Got Milk?’ tagline has been around for 20 years, with countless celebrities taking part in the iconic ad campaign.

Now, the campaign is being replaced with the ‘Milk Life’ campaign to help increase milk consumption amid declining sales.

“MilkPEP’s previous campaigns have used celebrities with milk mustaches to help contemporize milk to encourage more consumption, spokesperson Kelly Felter explained. “The Milk Life campaign now shows what milk actually does for you.”

The ads spotlight the benefits of milk for everyday nutrition, specifically the amount of protein found in milk.

According to a release from the new campaign, each eight ounce glass of milk contains eight grams of high-quality protein.

“We want to make sure that milk is relatable, relevant and meaningful to Americans,” Julia Kadison, interim Chief Executive Officer of the Milk Processor Education Program said in a release. “We love that ‘Milk Life’ has a powerful double meaning: it’s about wringing every last drop out of every single moment, and it represents a way of living where milk helps power you to be your best.”

Since Naomi Campbell famously appeared in the first ‘Got Milk?’ ad in 1994, celebrities from Harrison Ford to Sofia Vergara have participated in the ccampaign.

The new ‘Milk Life’ campaign includes print, television and digital advertising, as well as consumer and retail promotions, public relations and social media.

Felter noted that some ‘Got Milk’ ads will still be seen through a number of dairy programs and that while the tagline will be “Milk Life,” the iconic milk mustache will continue to be a part of the new ccampaign, just not the core feature.

View the gallery above for milk ads through the years, including many celebrities donning the famous milk mustache. For our mobile users, view the gallery here.