The long-running "Got Milk?" slogan promoting milk consumption in the U.S. has been nixed.
The Milk Processor Education Program, funded by milk processors, has launched a new ad campaign that aims to emphasize milk's protein content to get Americans to drink more milk.
Rather than feature celebrities sporting milk mustaches, the new ad campaign -- "Milk Life" -- touts milk's nutritional qualities and urges Americans to drink more of it in the morning.
In one ad, a young man is shown break dancing amid a swirl of milk, and the text reads: "What 8 grams of protein looks like when you're breaking the laws of physics."