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?