The US milk industry is dropping its iconic Got Milk? tagline, as part of a rebranding effort to promote milks health benefits. 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). In some ways, the shift marks a return to the industrys nutrition-focused Milk does a body good campaign, which was replaced in the early 1990s with the Got Milk? tagline.
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