The Milk Processor Education Program is moving away from its iconic "Got Milk?" tagline in favor of a new "Milk Life" slogan. The new tag will be at the center of a $50 million TV, print, digital and retail campaign from Lowe Campbell Ewald, New York, that shows milk as fuel for activities such as playing basketball and break dancing. "Got Milk has very high awareness. ... We just felt we needed a new approach," said Lowe Campbell Ewald President Sal Taibi.