Dairy lobby opts for humour over ‘well-meaning’ health messages to boost sales
Dairy Australia will roll out a series of quirky characters to support its latest Legendairy Milk campaign as the industry body hopes to convince consumers of the health benefits of eating dairy products.
The industry has placed its faith in a new humorous set of characters, opening with the fictional Deb Poole – a mother and professional waterslide tester. In the first instalment, Deb tests a slide while coached by her mentor husband, Gary.
Group manager for industry promotion, Isabel MacNeill, told Mumbrella the campaign was about getting the industry noticed again by customers.
Well done all…I love the LEGENDAIRY line. Brilliant and en pointe.
Props to the person who wrote that.
Move over Rhonda and Kutut for Deb and Gary- hilarious !
light hearted and funny. good job dairy
Agree that humour can be a good tactic to sell milk. You can’t compare this to the Retired Milkman spot though. That was much better. You can however, compare it Clemenger’s Don’t waste your roof spoof for Origin Energy. Very similar. As much as I like the stupidity of a Waterslide tester this style is getting a bit tired.
Anchor’s recent campaign in NZ is interesting. Quite different. It’s being compared to Nike/Gatorade. Given it’s an Olympic year, I think that’s smart.
Great job – Loving the new and the old!
Not surprised to hear the dairy industry have finally given up trying to convince us that their fatty, cholesterol-laden products are healthy. Everybody knows it is BS, a bit like those “healthy” Coke and Coco Pops ads a few years back. If you can’t spin a scientific or nutritional message, resort to slapstick…
viewer seems to know a lot about milk. Are you seriously trying to compare milk with coco pops and coke? the world has gone mad.
you may need help! there is no shame in it.
http://www.thesydneyclinic.com.au/
Great work. Nice to see some “humorous” ads that are actually funny.