The long-running "Got Milk?" slogan promoting milk consumption in the U.S. has been nixed.

The Milk Processor Education Program, funded by milk processors, has launched a new ad campaign that aims to emphasize milk's protein content to get Americans to drink more milk.

Rather than feature celebrities sporting milk mustaches, the new ad campaign -- "Milk Life" -- touts milk's nutritional qualities and urges Americans to drink more of it in the morning.

In one ad, a young man is shown break dancing amid a swirl of milk, and the text reads: "What 8 grams of protein looks like when you're breaking the laws of physics." 

The group said in a statement that it aims to highlight "moments of accomplishment, achievement and enjoyment." The slogan "brings to life how including milk’s protein at breakfast can help families make the most of their day."

Milk consumption has been declining steadily since the 1970s, a trend that the dairy industry has been struggling to reverse. In the past four decades, per-capita consumption has fallen from nearly a one-cup equivalent per day to 0.61-cup equivalent per day, the U.S. Department of Agriculture found in a 2013 report.

The "Got Milk?" slogan was first marketed in California in 1993. Two years later, it was adopted nationwide after the Milk Process Education Program licensed the tagline, created by ad agency Goodby, Silverstein & Partners, from the California Milk Processor Board. 

The slogan will still be used in California.  

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