Five of Scotland's leading dairies, in conjunction with
the Milk Development Council have come together to bring milk advertising
in Scotland back to the small screen after a 13 year absence.
The ads, which feature a whole host of children, teenagers and
adults talking about life in general and featuring milk as part
of the story, is the first specific Scottish execution since 1993
on the small screen for 'The White Stuff', which has
seen a 5% increase in sales of low fat milk in Scotland (source
TNS) on the back of a high profile poster campaign featuring a
whole host of celebrities sporting a milk moustache.
The ads, which are funded by the five dairies behind 'The
White Stuff Milk Moustache' campaign Mitchell's Dairies,
Graham's Dairies, Arla Foods Ltd, First Milk and Robert Wiseman
Dairies and The Milk Development Council, mark a welcome return
for the targeted milk advertising in Scotland, and will appear
alongside a 3 million euro poster and point of sale campaign to
promote the benefits of milk to Scots, which has been funded by
the partners and the EU.
The new campaign, which hits TV screens this week, follows in
the footsteps of a whole host of iconic milk ads. Simple Minds
provided the soundtrack for Scotland's last campaign 'Don't
you forget about me' while across the UK, adverts have ranged
from a cartoon version of Rolf Harris promoting the benefits of
milk under 'The White Stuff. Are you Made of It' banner, 'Drink
a Pinta Milk a Day' and the 'Gotta Lotta Bottle' ads
of the 1980's.
A spokesperson for the Scottish Dairy Marketing Company commented; “Bringing
the generic marketing of milk back to TV screens is fantastic.
“Milk has produced some great ads in the past and I am sure
that this new campaign will be another classic.
“TV is a key medium for communicating with consumers, and
through the launch of the ads and the continuation of the poster
campaign, we can bring big brand values to milk, which is crucial
if we are to help support increased interest in milk not only as
a so-called commodity product but also as a beverage.”
As well as the TV advertising, 'The White Stuff Milk Moustache' poster
campaign will return to bus stops and poster sites across Scotland
in February with more high profile names promised to help publicise
the 'milk message'. Supermarkets and independent retailers
will soon also be given the chance to get branded point of sale
material following in the success of the Nell McAndrew and Mr Bean
branded shelf wobblers, posters and stickers.
The spokesperson continued; “Its fantastic that we have
so many forms of media now open to us to help promote milk to Scots.
“Through TV, posters and point of sale we can help stimulate
new found interest in the product, which can only be beneficial
to the industry as a whole, and we are looking forward to entering
this new phase of the campaign.”
Viewers can see the new 'Milk. The White Stuff' TV
campaign on STV, Grampian, Channel 4, Channel 5 and GMTV.
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