(CNN) - Say goodbye to the milk mustache. After 20 years, the popular ad slogan "Got Milk?" is no more.
The Milk Processor Education Program said it needed a new hook to help declining sales.
MilkPEP has used the "Got Milk" tagline since 1994.
"The reason why we used celebrities at the time was to help improve milk's image," said Sal Taibi, president of Lowe Campbell Ewald, the agency involved in the "Got Milk" ads. "The idea was to convey the message that everybody drinks milk, even successful cool people."
The new ads, which roll out Tuesday, have the new tagline "Milk Life."
The campaign features ordinary people and highlights milk's nutritional benefits.
"We want to show how milk can help you power through everyday moments and everyday achievements," said Taibi, whose agency also conceptualized the Milk Life ads.
The ads are commissioned by the MilkPEP, which is spending $50 million on the marketing effort.
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