Milk: Repositioning the "Original" Soft Drink in Scotland

Scottish Dairy Council to promote milk sales in Scotland between April 1990 and March 1992. Objective was to increase volume of liquid milk sales against a current slow decline, change image and increase milk drinking. Strategy target was making product more adult and contemporary. 8 TV executions supplemented by posters. Milk sales increased 0.6% over the year and 0.5% increase in consumption. Perceptions were successfully shifted and attitudes improved. Trend of sales in England and Wales continued to decline.