Making milk ours - Promoting milk

In the United States of America (USA), there is a state that is forever linked with Hollywood, California. The California Milk Processor Board bonded with Goodby Silverstein & Partners over a glass of milk to create the "Got Milk?" campaign on the 20th of October 1993. Using the belief that milk was needed to wash the dryness of biscuits. The milk mustache (sic) was created two years later and that thin line of white liquid was licensed to the National Milk Processor Board.

The "milk mustache" (sic) has 90% awareness in the USA and thus it is a big brand in creating awareness for the dairy industry. In 2006, the National Milk Processor Board targeted both Mexico and the Spanish speaking nations in the Americas with the phrase "Toma leche" - meaning "Did you take or drink milk".

From 2003 to 2008, there was a campaign in Scotland to increase the awareness of the benefits of milk with the "White Stuff" milk campaign. This campaign used celebrities Andy Murray and Nell McAndrew to promote milk and led to a 3.4% increase in milk sales.

In April 2010 with a financial aid package from the European Union, a £7.5 million Make Mine Milk campaign was launched at promoting low fat milk for teenagers and mothers alike. With the promotional celebrities of the likes of Gordon Ramsey and Pixie Lott on board. The campaign was used to rebrand milk milk as both cool and healthy, especially as there had been a decline of "1% in milk consumption each year between 2001 and 2008" (Joe Thomas).

This "Make Mine Milk" campaign has been updated after the success of the London Olympics 2012 and the concept of legacy with the addition of using Olympic athletes (Laura Trott, Jade Jones and Nicola Adams) for the campaign to remind people that milk is full of nutrients and contains less than 2% fat. We await to see how this campaign helps the milk industry especially combined with the #sosdairy campaign of the summer of 2012.

So what else could we use the Olympians to advertise to promote the rural activities of both the United Kingdom and Europe?