How Gen Z ‘Got Milk’ to Revamp Its Iconic Campaign
Most people age thirty and over remember a time when milk was considered a necessity for healthy growth and strong bones. Small cartons of milk were synonymous with school lunch and every Saturday morning began with a bowl of full fat, lactose laden milk and your cereal of choice. Back then, the milk industry’s marketing arm, The Milk Processor Education Program (MilkPEP), didn’t need to hard sell us on the benefits of drinking milk. All we needed were cute kids growing into attractive adults before our eyes and milk mustaches on our favorites celebs to remind us to pick up a gallon on the way home. One simple question, “Got Milk?”, started an iconic, 30 year marketing campaign that not only increased milk sales but had Baby Boomers, Gen-Xers, and older Millennials answering with a resounding “Hell Yes!”
We began to learn, however, that the prescribed health benefits of milk may have been slightly exaggerated through marketing and industry propaganda. Drastic dietary changes in the late 90s and early 2000s saw a rise in alternative diets like veganism and a drop in milk consumption. Gen-Zers, were raised with a myriad of milk alternatives that seemed just as healthy, if not healthier, than cow’s milk. While dairy products continue to dominate the market, the cooler preference for Gen Z seems to be oat or nut milk with their overpriced lattes. Additionally, sales of non-dairy options in ice cream, yogurt and cheese among this generation are up and will continue to grow. As the most widely diverse and food-allergy aware generation, Gen Z is also very mindful that many non-white (Asian and African descendant) members of their cohort are highly lactose intolerant.
In an attempt to overcome these generational obstacles, Milk’s current messaging to Gen Z has completely changed. In their newest multi-media campaign which began in 2021, the milk industry no longer asks if Gen Z’s “Got Milk?” (they probably don’t) but tells them that they’re “Gonna Need Milk!” instead.
What used to be common knowledge messaging has turned into an attempt to educate the younger generation on the health benefits of milk compared to alternatives including sports drinks. MilkPEP created an entire section called “Milk vs.” where it compares the nutritional values of each of its competitors and has even begun to quote studies that claim cow’s milk hydrates better than water. Where previous generations were pulled in by popular slogans and images, MilkPEP must drive Gen Z to a conclusion through a complete rebranding of their classic message. Ultimately, it will be up to Gen Z to determine if they buy it (the message and the milk). So far, at least on the surface, they are only sharing MilkPEP’s message if they are being paid to do so. A few athletes and influencers have shared the hashtag and created original social media content for the brand but regular Gen Z consumers don’t seem to be biting or drinking in this case.
