The California Milk Processor Board (CMPB) has announced a new ad initiative to join its famous “got milk?” campaign.

Announced Monday, the CMPB has joined GALLEGOS United to launch its $16-million “You Can Always Count on Milk” advertising initiative. The target audience of the campaign is millennial families throughout the state. It will be the first campaign for Gallegos United and their partner agencies ROX United and CANVAS united, following the CMPB’s decision to consolidate advertising agencies earlier this year.

“California is a complex market, one that is rapidly evolving on a number of fronts, from demographics and media landscape to technology and lifestyle,” said Steve James, executive director of the CMPB. “As one of the most diverse states in the U.S., our future success lies in reaching consumers through culturally-attuned campaigns that connect and resonate with what it means to be a Californian today.”

The “You Can Always Count on Milk” campaign will include advertising, digital and social, search, in-store activations and point-of-sale, influencer outreach, and an updated website. Advertising will also be done in multiple languages spoken in California.