Stars say milk is The White Stuff
9 June 2000
Stars say milk is ‘The White Stuff’
By FWi staff
A NEW National Dairy Counciladvertising campaign aims to persuade consumers that milk is cool and a must have, must drink product.
Television commercials feature cartoon versions of football legend George Best, boxers Prince Naseem Hamed and Chris Eubank and comedian Frank Carson.
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| George Best |
They will seek to convince shoppers that milk is The White Stuff.
This play on words will be spoken by television celebrity Jonathan Ross, who is well-known for being unable to pronounce the letter r.
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| Prince Naseem Hamed |
Andrew Ovens, marketing manger for the NDC, said the idea behind the campaign was to encourage more frequent drinking of milk in adults.
Research has shown that the best way to increase milk consumption is to get people who already drink it to drink it more.
Our aim is to remind people that milk is a credible alternative to any soft drink.
Part of the reason for the decline in consumption is simply that milk is not seen as cool. We expect this amusing and memorable campaign to put this right.
It is nearly five years since the industry first started talking about running a generic advertising campaign but at last it is ready to roll.
The 18-month advertising programme will begin on 19 June.
More adverts, featuring different celebrities including women, will flow over the 18-month campaign which is costing 9million.
Radio adverts will commence later in the year the first of which is expected to star Naked Chef star Jamie Oliver.
The NDC has taken the decision not to target children directly because it believes the job is too difficult.
Instead it is hoping to take and advantage of what it terms a virtuous circle.
The argument is that if children see adults drinking milk then they will drink milk, and the pattern will continue through the generations.