(NEWSER) – After nearly 20 years, the dairy industry has decided its "Got Milk?" slogan is nearing the end of its shelf life. Amid slumping sales and stiff competition from the likes of almond milk, the Milk Processor Education Program has switched to a campaign called "Milk Life" that aims to highlight milk's nutritional benefits, AdAge finds. The $50 million nationwide ad campaign launched yesterday focuses heavily on milk's protein content and uses everyday Americans instead of the celebrities who starred in "Got Milk" ads, reports USA Today.

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