Soul diva Aretha Franklin, country singer Wynonna Judd and rhythm and blues singer Aaron Neville have been enlisted in the latest bid to encourage consumption of milk.
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The trio literally sing the praises of “the white stuff” in the latest radio adverts developed as part of the Got milk?/Milk Moustache campaign on behalf of two US dairy groups; Dairy Management Inc, which represents dairy farmers, and the Milk Processor Education Program, which consists of milk processors.
Sal Taibi, the senior partner at Bozell New York, part of the Partnership division of the Interpublic Group of Companies, the creative agency for the campaign, told the New York Times that the adverts are primarily aimed at women aged between 18 to 49. Many of these consumers are mothers, he said, and form a demographic group not targeted by other milk industry advertising.
The campaign, which is set to run for about 16 weeks, delivers what Taibi calls a “nutritional and emotional appeal”.
In 45- and 60- second slots, Franklin sings about her mother, who provided “the gift of song” and milk: “Whether it’s in my glass or in my bowl, milk’s nine vitamins and minerals, help enrich my soul.”
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By GlobalDataNeville meanwhile tells the nation that he is his mum’s “greatest fan,” and that she gave him “three glasses [of milk] a day”.
Judd thanks her own mother for “raising us in Ashland, Ky.,” where she “poured us milk, we sure were lucky.”
