Milk Mustache Database

Notes

A joint initiative between five of Scotland’s leading dairies — under the umbrella Scottish Dairy Marketing Company, chaired by Sandy Wilkie — and the Milk Development Council, co-funded by the EU. Launched September 2003 and still recruiting new faces in 2007. Independent research by MRUK Scotland found 62% of Scottish children thought milk was ‘cool’ and 71% said it was popular among their peers, up nearly 20% on the year before launch. The campaign was credited with a 3.4% rise in Scottish milk sales.

The campaign launched in September 2003 and ran to at least 2007. It was a joint initiative between five of Scotland's leading dairies, under the umbrella of the Scottish Dairy Marketing Company, and the Milk Development Council, with co-funding from the European Union. Sandy Wilkie chaired the Scottish Dairy Marketing Company and was its public voice throughout.

In November 2003 the Scottish Executive put £50,000 into the campaign through its healthy living programme, and from that point the advertising also carried the green apple logo of that programme. Gillian Kynoch, Scotland's food and health co-ordinator, spoke for the Executive side. The product being promoted was specifically semi-skimmed milk rather than milk in general.

Independent research by MRUK Scotland, reported about a year after launch, found 62 percent of Scottish children then believed drinking milk was cool, and 71 percent said it was a popular drink among people their own age — a rise of nearly 20 points since the autumn the campaign began. Wilkie summarised the result by saying that daring to be different had started to make an impact.