New Campaign Celebrates Everyday Moments of Accomplishment and Enjoyment; Encourages Americans to “Milk Life”


America’s milk companies today launched a new multi-million dollar, cross-platform campaign designed to reinforce how milk’s many nutritional benefits—including high-quality protein—can help power the potential of every day. The new “Milk Life” campaign spotlights everyday moments of accomplishment, achievement, and enjoyment, bringing to life how families and individuals who include milk’s protein at breakfast make the most of every day.

With eight grams of high-quality protein in each eight-ounce glass, milk is a natural source of protein—a nutrient most Americans are trying to increase in their diets. And, while milk is found in most homes in the United States, many Americans don’t realize its full nutritional contributions—especially its high-quality protein. The Milk Life campaign aims to change that.

“We want to make sure that milk is relatable, relevant, and meaningful to Americans,” said Julia Kadison, interim CEO, Milk Processor Education Program (MilkPEP). “We love that ‘Milk Life’ has a powerful double meaning: it’s about wringing every last drop out of every single moment, and it represents a way of living where milk helps power you to be your best.”

The Milk Life campaign includes print, TV, and digital advertising, consumer and retail promotions, public relations, and social media. This new phase of advertising from MilkPEP is the first work to come out of Lowe Campbell Ewald’s newly opened New York office.

Powering Up With Protein
The Milk Life campaign reinforces that milk is a delicious, easy, and affordable way to get high-quality protein. While the number of beverage options multiplies each year, milk continues to stand apart as a naturally nutrient-rich beverage—including eight grams of high-quality protein in every eight ounces. It’s the top food source of three of the four nutrients Americans are most likely to be lacking in their diets – potassium, calcium, and vitamin D. 

How You can “Milk Life”
Visit, where you can join a growing community that makes a point to Milk Life every day, share your own stories about how you Milk Life and explore recipes and tips from celebrities and top registered dietitians and videos from other moms revealing how they make milk part of their family’s life.