"Got Milk?" is one of the most recognizable ad campaigns of the past 20 years. But the iconic ads are getting axed as the industry looks for a new hook to increase milk consumption amid declining sales.

The Got Milk ad first appeared in 1994 featuring supermodel Naomi Campbell wearing a milk mustache. Over the years, the ads have featured celebrities such as Elton John, Katie Couric, Bill Clinton and David Beckham.

"The reason why we used celebrities at the time was to help improve milk's image," said Sal Taibi, president of Lowe Campbell Ewald, the agency involved in the "Got Milk" ads. "The idea was to convey the message that everybody drinks milk, even successful cool people."

The new ads, which roll out Tuesday, have the tagline "Milk Life" and feature ordinary people and tout milk's protein richness.

Read - Iconic 'Got Milk?' tagline replaced