Got milk? - from memorable to motivational

In 1990, The Milk Processor Education Program (MilkPEP) was established to reverse the long-term decline in per capita milk consumption.

Got milk? – from memorable to motivational

How research helped re-focus one of America's most visible advertising campaigns

'got milk?' Ten years ago, the answer might have been, “not as much as we used to.” In fact, up until the 1990s, the milk industry had been experiencing a 30-year declining trend in per capita consumption. In response, The Milk Processor Education Program (MilkPEP) was established.

MilkPEP is a “check-off” program authorized by an act of Congress in 1990 and funded by the nation's dairy processors to provide a competitive “marketing voice” to an industry whose products are traditionally sold as...

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