Milk: Repositioning the "Original" Soft Drink in Scotland

Campaign by the Scottish Dairy Council to promote milk sales in Scotland between April 1990 and March 1992.
Agency: Morgan Partnership, TheAuthor: James Law

Milk: repositioning the 'Original' soft drink in Scotland

INTRODUCTION

Milk is one of the longest-established consumer products on Earth, perhaps second only to water. This case study gives an account of the activities of the Scottish Dairy Council to promote the sales of milk in Scotland over the period April 1990 to March 1992. The Scottish Dairy Council is jointly funded and administered by a committee drawn from the Scottish Dairy Trade Federation and the Scottish Milk Marketing Board, reflecting both sides of the industry (milk packaging/distribution/marketing and dairy...

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