The Milk Processor Education Program is ditching one of the most iconic slogans of the past few decades: “Got Milk?” While California Milk Processor Board, which first used the tagline, will continue to do so, the national campaign will now use “Milk Life” in a new effort to play up milk’s nutritional benefits. Sal Taibi, president at Lowe Cambell Ewald, the agency behind the new slogan, said "Got Milk? has very high awareness. But we have a new strategy. We have a new message and we just felt we needed a new approach."