It's a slogan that America has come to know over the past 20 years.
But a new campaign is helping spread the message about the benefits of drinking milk.
Ag Reporter Sarah Gustin has more on "Milk Life."
After 20 years it's time for a change.
The Milk Processor Education Program, recently made the move from the popular tag line "Got Milk" to a new ad campaign, "Milk Life" that shows milk as Key ingredient to an active lifestyle.
(Kenton Holle / Dairy Producer & National Dairy Board Member) "Milk is wholesome it has nine essential vitamins and minerals in it, in addition to protein. That is something that our consumers right now are so much more into what is really in the food that they are buying. Milk Life is a way of connecting the values that milk has to what they are looking for in their lifestyle. "
Kenton Holle milks cows south of Mandan.
Holle also serves on the National Dairy Board.
Holle says while Got Milk was catchy...it wasn't telling the whole story.
(Kenton Holle / Dairy Producer & National Dairy Board Member) "The fluid retail sales have been declining. They have been for 40 years. Obviously Got Milk was catchy and it was fun, but it really wasn't doing the job of promoting more milk sales."
The roughly $50 million campaign aims to get the attention of consumers again.
"Milk Life," highlights milk's nutritional benefits.
Which Holle says is needed in today's society of consumers wanting to know where their food comes from.
(Kenton Holle / Dairy Producer & National Dairy Board Member) "The dairy industry said we need to take a look at milk to see where it fits in people's life. With the added interest people have in where their food comes from. Nothing is more simple and basic than milk."
Holle says the dairy industry also hopes the new campaign will set dairy milk apart from plant based alternatives.
(Kenton Holle / Dairy Producer & National Dairy Board Member) "If you want the real, nature thing. You gotta grab the milk jug."
The "Milk Life" campaign was released earlier this week.