White Stuff promo boosts milk
By FWi staff
THE “White Stuff” advertising campaign boosted milk sales by 12 million litres in its first three months, according to the National Dairy Council.
Michelle Stephens, spokeswoman for the NDC, said consumption had risen steadily since the campaign was launched in June.
Analysis by market researchers MMD found that the majority of consumers enjoyed the adverts, which appeared on television, billboards and on radio.
When questioned, 65% of consumers could recall the phrase “are you made of the white stuff”, which compared extremely well to other adverts, she said.
Only 60% could recall Carlsbergs “Probably the best lager in the world”, and only 64% could remember Oranges “The futures bright – the futures Orange.”
The NDC has also announced that, from the new year, the artist and musician Rolf Harris will become the latest cartoon celebrity to front the campaign.
Mr Harris will join comedian Frank Carson, football legend George Best and boxers Chris Eubank and Prince Naseem as the face of British milk.
- Milk ads on right track with viewers, FWi, 18 August, 2000
- Stars say milk is “The White Stuff”, FWi, 09 June, 2000