'No use crying': How advertising prevented milk from getting spilt

Rachel Hatton

National Dairy Council campaign to counter adverse medical opinion suggesting that cows' milk should not be given to young children (reinforced by formula (`follow-on') milk manufacturers).
Agency: BMP DDB NeedhamAuthor: Rachel Hatton

'No use crying': How advertising prevented milk from getting spilt

INTRODUCTION

This is a paper about averting a potential crisis situation. Occasionally, certain things befall markets - like health scares - that marketers are powerless to affect. When this happens, the key issue becomes one of gaining control of a situation that is essentially beyond one's control.

In 1994, the National Dairy Council feared that they might have such a crisis on their hands. From 1992 onwards, doctors and health visitors began to revise upwards the age at which they...

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