When things got tough this year, Americans went out and got milk — lots of it. While it’s no surprise that people love milk, what was a surprise was what they did with it once they got it. Kids and kids-at-heart found new ways to drink it, dunk it and most of all, enjoy it, according to the Washington, D.C.-based Milk Processor Education Program (MilkPEP).

The emergence of milk as a surprising social media superstar of the stay-at-home months inspired MilkPEP — the group that represents America’s milk companies — to bring the iconic “Got milk?” tagline forward on the national stage to a new generation of milk drinkers.

“I’ve been so inspired by how people have creatively embraced milk this year,” said Yin Woon Rani, CEO of MilkPEP. “From whipping Dalgona coffee to running a mile with a glass of milk in-hand, today’s TikTok-ers are finding more ways to connect with milk. All the milk love inspired us to reimagine ‘Got milk?’ for today’s social-first generation.”

Today, “Got milk?” gets a glow-up as new faces and new platforms bring the iconic campaign forward to a new generation, asking kids to “show us what you got.” From U.S. Olympic Gold Medalist Katie Ledecky taking a dip into the waters of TikTok to reimagining the “back-to-school” season and more, the campaign will provide unexpected and ever-changing experiences to help kids and parents find more fun, nutrition and normalcy in an ever-changing world, MilkPEP said.

“I’m so pumped to be a part of a new ‘Got milk?’ with all these awesome people doing really cool things with milk,” said Kheris Rogers, co-creator of Flexin’ in my Complexion. “I think it's so important to celebrate what makes us all unique, which is why I'm excited to show my community ‘what I got’ with milk, and challenge them to do the same!”