Dairy Management Inc.: Milk Mustache campaign
Rebecca StanfelOverview
On January 15, 1995, the National Fluid Milk Processor Promotion Board (NFMPPB) debuted a $52 million print advertising campaign with a photo of supermodel Naomi Campbell, with a white line on her upper lip as though she had just drunk a glass of milk. The campaign was the board's attempt to reverse a 30-year slide in milk consumption. Because American consumers, particularly women, erroneously assumed that milk was a fattening beverage with few nutritional benefits for adults, the NFMPPB—an organization funded by American milk processors—turned to its ad agency, Bozell Worldwide,...