After nearly two decades as the milk industry's official slogan, "Got Milk?" will be laid to rest. Now, it's all about "Milk Life."

Ad Age reports that the switch was made due to a national campaign launched today as the industry looks to switch focus: 

The national milk industry had been using the "Got Milk?" tagline since 1995 when the phrase was licensed from the California Milk Processor board. The state group began using the tagline in 1993 after it was created by Goodby, Silverstein & Partners.

The California processors, which are still with Goodby, are keeping the tagline, which is one of the most recognizable and parodied phrases in advertising.

Agency Lowe Campbell Ewald, which represent MilkPEP, says the decision was made to boost milk sales. "Got Milk has very high awareness," agency president Sal Taibi told Ad Age. "But we have a new strategy. We have a new message and we just felt we needed a new approach."

Upwards of $50 million will reportedly be spent on the new campaign. This is the beginning of a new era, one with a different angle that focuses more on nutrition. However, most of us grew up on "Got Milk?" so the transition will be a true adjustment.

[via Ad Age]