Ryan Reynolds joins milk campaign
The actors have donned a ‘milk moustache’ as part of the advertising campaign which encourages people to drink milk to experience its numerous health benefits.
X-Men Origins: Wolverine star Ryan Reynolds and Harry Potter actor Rupert Grint are the latest celebrity faces of the Make Mine Milk campaign.
Other celebrities that have previously been involved include boyband The Wanted, Usher, the cast of The A-Team, Pixie Lott, Olly Murs, Jenson Button and Elle Macpherson.
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Posters featuring the stars in the iconic milk moustache pose – which shows them with a thin layer white milk above their top lip – will appear on thousands of buses across the UK from today.
Ryan Reynolds even appears in the adverts wearing his green superhero suit from his upcoming film The Green Lantern.
Rupert Grint said: “I come from a big family and my mum always made sure we had lots of milk to drink as kids. It's low in fat, refreshing and good for you, and really tasty too.”
He added: “I still have milk with cereal for breakfast and always try to pick up a milky cappuccino when I'm on set or on a photo shoot - it's important to get your daily dose of milk.”
The Make Mine Milk campaign is being funded by the Milk Marketing Forum, a group of leading British dairy farmers.
The idea behind the efforts is to revive the nation’s love of milk and to encourage young people and teenagers to consume milk as a healthy beverage.
Milk is very low in fat with semi-skimmed and skimmed milk varieties being less than 2 percent fat. It is also a source of a number of vitamins such as calcium, iodine, B12 and protein.
Social networking sites like Facebook, Twitter and YouTube are also being used as marketing tools for the advertising campaign and the popularity of Facebook fan pages and YouTube videos are ever increasing.
Sandy Wilkie, chair of the Milk Marketing Forum, said “Over the last few years, when there has been an absence of generic advertising, milk has become less visible, particularly among a younger audience who are regularly communicated to by fizzy drink, health drinks and snack brands with big budgets.”
“By the end of the campaign, we hope that young people in Great Britain will recognise low fat milk as a ‘cool’ product that they are happy to include in their personal repertoires.”
Although Wilkie said it was too early in the campaign to be able to measure changes in consumption among young people, he did say “we’re absolutely delighted that our independent attitudinal tracking research is already showing an increase in the amount of British teens who see milk as a ‘cool’ and low fat product.”