The National Milk Mustache "got milk?" Campaign is one of the most recognized and respected advertising campaigns, having earned a place in advertising history. As the "umbrella" campaign for print, radio and TV advertising, as well as public relations, promotions and other initiatives, the "got milk?" message is one that's on everyone's lips across the U.S. Since its inception, this fun and compelling message has helped boost awareness of the nutritional aspects of milk, and was the impetus to expand the availability of milk to more consumers than ever before.
Milk now competes with an ever-growing number of beverages in a category that is one of the most competitive, most advertised and well funded. Despite milk's being outspent by other beverages in ad dollars, the Milk Processor Education Program (MilkPEP) has achieved extraordinary levels of awareness and education about the health and nutritional benefits of milk through this ad campaign.
MilkPEP will continue to sponsor substantial advertising initiatives to help drive increased consumption of milk and to continue to keep awareness levels high. Priorities of the program include keeping milk top-of-mind with consumers as a beverage choice, reinforcing the health and nutritional benefits of milk, and presenting milk as a "cool" drink option.