Generic
milk advertising is an issue that always creates some debate. What
is the best way and does it pay? FWi explores how it has been done
in the past (click on the links to watch/view some of the old
adverts!) and the approach taken in other countries of the
world.
The UK has a long
history when it comes to generic milk advertising.
There have been some really
successful campaigns such as the
Accrington Stanley
one of the 1980s (click the link for a reminder).
The
Gotta Lotta Bottle
one is also something that sticks in many people’s minds.
But in recent
years things have been a bit quieter.
The National Dairy Council had a
burst of activity with its
White Stuff campaign at the start of the decade.
Voiced by Jonathan Ross these cartoon adverts featured
celebrities such as the late George Best and former boxer Chris
Eubank.
More recently, a collation of five dairies and the Milk
Development Council – under the umbrella group of Scottish Dairy
Marketing Company - has also been plugging away with its
milk moustache
campaign.
Stars who have featured in this include
boyband Blue,
McFly and
Ally McCoist.
But what happens
in other countries?
Well, a scan of
the internet shows that things are a little bit more glamorous the
other side of the pond.
David Beckham
may have just announced he will move to the USA at the end of this
season, but he has been there for some time in milk advertising
terms as the
milk promotion body
Got Milk website shows (scroll down to spot him!).
He is one of a long list of
A-listers who has appeared in the America’s Milk Mustache (that’s
how they spell it) campaign – signing up in August 2006.
Other stars who
have appeared in this way include Mohammed Ali, Madonna and Liz
Hurley. Names, which if we are frank, are a bit more exciting than
Ally McCoist…
The Canadians have
also shown some interesting approaches to the business of selling
milk.
For example, Dairy
Farmers of Ontario have produced a rather
slick video
with rappers extolling the virtues of drinking milk.
The Dairy Farmers
of Canada also had a link up with the national Olympic team,
screening TV adverts in support of their sporting stars.
The big questions,
of course, are how much this kind of activity costs and whether
generic advertising really does end up putting money into the
pockets of farmers, as well celebrities? What do you think - let is
know on our
forums?