The iconic “Got Milk” campaign many of us have known for more than 20 years is about to be put to rest for good in the face of a lagging milk industry.

According to the Huffington Post via the Wall Street Journal, the U.S. milk business is in trouble; sales have fallen 30 percent since 1975.

In place of the “Got Milk” campaign, the milk industry will unveil a new attempt and slogan called “Milk Life,” which will highlight the “protein benefits” of milk.

“In the past, we have been saying that everyone needs to drink milk,” said Sal Taibi, president of the advertising firm behind the new campaign. “Now, we are showing what milk does for you.”

What milk does for you? Hmm…let’s see — causes harm to animals, the earth, and your body, and turns you into a walking hormone shelter?

At One Green Planet, we’ve long since known the myths about cow’s milk. We don’t need it for protein, nor do we need it for calcium. We’ve got plenty of nut-based milks to help us with that, sans the animal abuse, negative environmental impacts, and health issues that can come with a “Milk Life.” I’ll take the delicious, great-for-you hazelnut cashew milk pictured above, please and thank you!

Image source:  How to Make Homemade Hazelnut Cashew Milk