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milk campaing

Sales of fluid whole milk have been falling for decades. The consumption of 2% has also declined in recent years. Milk is seen as an outdated product. There has been little change in the packaging or contents of the product during the past decade.

Milk is viewed as high in fat and as an accompaniment to high fat foods, whereas low fat milk was inappropriately perceived as having fewer nutrients. The consumption of 1% and skim milk has grown over the past decade, but not enough to offset the decline in whole and 2%.

Children are the main consumers of milk. By their teen years consumers have begun to reduce their consumption of milk in favor of other beverages and particularly soft drinks. To offset these trends, the Milk Mustache campaign was developed by Bozell for the National Fluid Milk Processor Promotion Board known as Milk Pep. The print campaign began in January 1995 with a budget that initially was $36 million but quickly was increased to $52 million by mid-95.

The ca...

Posted by: Cinthia De Ruiz

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