The US milk industry is dropping its iconic "Got Milk?" tagline, as part of a rebranding effort to promote milk's health benefits. As Advertising Age reports, the longtime slogan will be replaced with "Milk Life," though milk processors in California will continue to use "Got Milk?", which has been used on the national level since 1995.

"Got Milk has very high awareness," said Sal Taibi, president at Lowe Cambell Ewald, New York, the agency working with the national Milk Processor Education Program (MilkPEP). "But we have a new strategy. We have a new message and we just felt we needed a new approach."

MilkPEP's new message will focus on nutrition — and on protein, specifically — in an effort to boost declining sales. On Monday, the group rolled out a $50 million ad campaign across print, TV, and digital platforms. In one print spot, a woman is featured with an electric guitar alongside a caption that reads: "What 8 grams of protein looks like when you unleash your inner rock star" — a reference to the eight grams of protein in a glass of milk.

In some ways, the shift marks a return to the industry's nutrition-focused "Milk does a body good" campaign, which was replaced in the early 1990s with the "Got Milk?" tagline. That campaign, by contrast, featured a series of humorous TV commercials about people in desperate need of milk, as well as print ads starring celebrities with milk mustaches.