For the first time, MilkPEP—the folks behind the iconic “Got Milk” ad campaign—will sponsor a Super Bowl commercial. And who better to show that milk does a body good than Dwayne “The Rock” Johnson? The 30-second spot, which plays more like an action-adventure film, features Johnson rushing through a city amass with chaos, chasing after a milk truck. After The Rock realizes he’s run out of the creamy beverage, he rushes out, clad in pajamas, to catch the milkman. Along the way he encounters wild animals, bank robbers, spaceships and almost any obstacle that could be imagined, yet he uncharacteristically passes them by to reach his goal.
Although MilkPep has sponsored a plethora of promotions throughout the years, the organization has never coughed up the big bucks to enter the realm of Super Bowl advertising. Although it hasn’t said how much it shelled out for this year’s commercial, the average 30-second spot at this year’s Super Bowl costs about $3.8 million. And the stakes are high for the folks behind “Got Milk.”
U.S. milk consumption is at its lowest level in decades for a variety of reasons. Not only have milk prices risen, but consumers now have a variety of other healthy options, including coconut water and vitamin-infused waters and sports drinks. As more people are diagnosed as lactose intolerant, they turn to milk alternatives such as soy milk. Plus, milk expires. Consumers are choosing beverages that come in containers smaller than gallons and have longer shelf lives.
Will a Super Bowl ad do the milk industry good? Only time will tell.