White Stuff adverts on right track with viewers
18 August 2000
White Stuff adverts on right track with viewers
THE White Stuff milk campaign has been given the thumbs-up by the advertising industry and appears to be going down well with the public, the National Dairy Council has claimed.
The advert featuring boxers Chris Eubank and Prince Naseem has been picked as advertisement of the week by an edition of Campaign magazine. Commentator Eleanor Trickett wrote: "Unlike many attempts to turn children on to generic products, this ad manages to make drinking milk cool – but not painfully so."
Two weeks ago the same adverts came 11th in a list of 20 of the most memorable adverts complied each week for Marketing magazine. The results were based on an NOP survey which asked 500 people whether they remembered having seen a particular advert in the past week.
Michelle Stephens, communications manager for the National Dairy Council said figures to show if milk consumption had increased as a result of the campaign would not be available until mid-September. But she said there had been excellent feedback from the public visiting the White Stuff stand which continues to tour the country.
Meanwhile, the Milk Group has become the latest organisation to add its support to the campaign, adding the "White Stuff" logo to the livery of its lorries. David Stern, milk group chairman, said: "Milk tankers are ideal mobile poster sites and I would encourage all milk suppliers and hauliers to get behind this campaign." *
The Milk Group is the latest business to join the promotional campaign adding the logo to its lorries.