The Milk Processor Education Program officially ended the campaign today (Feb. 24).
Its iconic posters were a rite of passage for a slew of celebrities and sports figures, not to mention the subject of countless parodies.
Having your own “Got Milk” poster was sign that you’d finally arrived. The posters are also a veritable timeline of Hollywood and sports celebritydom over the past two decades.
Not everyone featured in the wholesome ads continued to be positive role models.
Lindsay Lohan, Mischa Barton and Amanda Bynes were all featured at the height of their careers, and all three later crossed the line into notoriety for non-stop partying or general looniness.
Miley Cyrus was also featured on a poster during her Hannah Montana days, but, as we all know, she’s no longer Hannah Montana today.
Barbadian bad girl Rihanna was photographed in a demur pose in a little black dress, far from the image she portrays now.
The campaign may have been about the wholesomeness, but it had no problem delving into the risque.
Actress and former fashion model, Rebecca Romijn was featured in a tiny bikini on a New York City Street. She’s also one of a few celebrities who were called back for second campaign. She also featured on a poster with her twins.
Another poster featured a nude model on a beach holding just a towel over her private parts, while Olympic swimmer Dara Torres was featured in a bikini that showed off her powerful, sleek body.
Angelina Jolie also posed in a bikini in character as Laura Croft from her movies.
Men as well as women were featured just as prominently.
David Beckham, baseball great Albert Pujols, NBA superstar Shaquil O’Neal and mixed marshal arts fighter Corey Hill are among those with their own posters.
The national milk industry picked up the “Got Milk” slogan in 1995 from the California Milk Processors trade group, which initially coined the phrase in 1993.
While slogan has gone the way of Speedy Alka-Seltzer, the group isn’t going without. It’s launching a new slogan “Milk Life,” which is supposed to put more emphasis on nutritional benefits, with an emphasis on its protein content, according to Ad Age magazine.
The group decided it needed a change in the face of sluggish milk sales; it’s been losing ground to other drinks and substitutes like soy and almond milk.
“Got Milk has very high awareness,” Sal Taibi, president of the industry’s advertising agency told Ad Age. “But we have a new strategy. We have a new message and we just felt we needed a new approach.”
Check out some of the posters from “Got Milk’s” iconic campaign, let us know your thoughts and be sure to follow TheImproper on Twitter for the latest celebrity news.