Beyond the Mustache:this campaign carries no milk mustache.
MilkPEP· 2014
Milk Life
Release year:2014–
Sponsoring body:MilkPEP
Collections:Beyond the Mustache
Type:National campaign, print and digital
Sponsoring body:MilkPEP
Collections:Beyond the Mustache
Type:National campaign, print and digital
Notes
The campaign that replaced the Milk Mustache. MilkPEP discontinued the mustache and got milk? advertising in January 2014 and launched Milk Life, a $50 million campaign built on protein and nutrition rather than celebrity. Marketing director Victor Zaborsky described the double reading — milk life as a verb, and living a milk life. Ordinary people replaced famous faces.
Image: Milk Life launch ad, MilkPEP press release, PR Newswire, February 24, 2014 (source).