While there's no shame in wearing a milk mustache, Ad Age reports that the iconic 'Got Milk?' line is being put out to pasture, permanently.

The iconic advertising campaign which was first created by advertising firm Goodby, Silverstein & Partners in 1993 and popularized by The Milk Processor Education Program will be retired after 20 years.

The decision to kill the ad campaign was fueled in part by sagging milk sales in recent years. The new slogan called "Milk Life" will attempt to highlight more on the protein benefits of drinking cow juice. Check it out below:

[Ad Age]