xml:space="preserve">
xml:space="preserve">
Advertisement
Advertisement

‘Got milk?’ ads return as pandemic boosts dairy sales

More than 25 years after originally appearing on TV screens, and six years after being put back on the shelf, the iconic “Got milk?” ad campaign is returning as U.S. dairy sales rise amid the coronavirus pandemic.

Milk sales have soared during the pandemic for a number of reasons, such as kids no longer eating breakfast or lunch at school and more people using recipes that call for milk.

Advertisement

MilkPEP, the marketing arm of the U.S.‘ dairy industry is shifting its focus away from celebrities, like the cast of “Friends,” NFL stars or even Kermit the Frog, sporting milk mustaches in glossy photos to ads inspired by social media, including TikTok.

Many of the ads, which begin rolling out on Monday, are comprised of viral videos of people doing unusual things with milk, like opening a gallon with their toes. In one, Olympic gold medalist Katie Ledecky swims with a glass of chocolate milk balanced on her head.

Advertisement

Milk sales are up more than 8% from the same time in 2019, thanks in large part to a spike in sales in March as consumers stocked up during the early days of coronavirus’ spread. Sales of oat, almond, coconut and rice milk are also up.

MilkPEP CEO Yin Woon Rani said the ad campaign would probably run through the end of the year, citing milk’s place as a versatile comfort food item as people eat more meals at home.

With News Wire Services

Recommended on Baltimore Sun

Advertisement
Advertisement