Dairy Management Inc.: Milk: It Does A Body Good campaign (1982-1994)

In 1982 the advertising agency McCann-Erickson Worldwide conceived a campaign that stressed the nutritional benefits of milk.

Dairy Management Inc.: Milk: It Does A Body Good campaign

Rebecca Stanfel

Overview

In 1982 the advertising agency McCann-Erickson Worldwide conceived a campaign that stressed the nutritional benefits of milk. For the next 12 years various dairy promotion organizations would use the campaign's slogan, "Milk: It Does a Body Good," to emphasize milk's positive aspects. The consumption of milk, once a staple of the American diet, began to decrease in the 1970s as increasing numbers of Americans opted for soft drinks and other beverages instead of milk, Shaken by perceptions that milk was a fattening, cholesterol-laden drink intended for children...

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