We are not drinking milk anymore, or at least not as much. The milk industry says it's in a crisis - with consumption down 30 percent, since 1975.

Dairy farmers are launching a new ad campaign - trying to get people to "Get Milk" once again. The industry's new ads make fun of soy milk and any other milk that doesn't come from cows.

Sales of soy milk - coconut milk - and energy drinks - as well as concerns that real milk has too many calories - have hurt milk consumption. Milk companies also are introducing new, more convenient packaging, and new ingredients - like extra protein, for fitness buffs.