Milk, a strength of Nature?

  On May 11th, an advertising campaign made the buzz on our screens with brave knights asserting: “Milk, a strength of Nature”. It was the first time a unique message about Milk was adressed to consumers of 7 countries: Austria, Belgium, Denmark, France, Ireland & North Ireland and Netherlands. The aim of this campaign is to give a positive image of Milk to European consumers, whose consumption is shrinking.    This was born on the initiative of the EMF (European Milk Forum).

    

After watching this ad, I was impressed. First, the ad in itself worths the best special effects of the film industry. The investment is consequent. But above all, it's surprising to have an ad on an product and not a brand, this never happens. To me, this ad is a success but stretches my puzzle: how come the legitimacy of a product has to be rebuilt? In France, it was something completely new. However, to those who are familiar with the famous dairy campaign "Got Milk?", it rings a bell. We can think "Les produits laitiers" have wanted to export this American success.This advertising campaign encouraged the consumption of cow's milk and was later licensed for use by milk processors and dairy farmers. It has been running since October 24, 1993. 

    Looking at the overall market of Yoghurt, one can easily notice that brands opt for the same marketing and communication strategies. Indeed, they all play on the benefits of Milk: Calcium, Vitamins & Phosphor among others. Dairy products are said to be nutritious for Health.
In that sense, the National Health Nutrition Programm recommends to consume 3 dairy products a day, a cup of yoghurt being considered as one dairy product.Brands of Yoghurt play on emotions and on what we can call the "health-conscious" that animates each one of us. Working on the conscious of people and on their blind confidence in Science, they make them feel like if they consume dairy products they will be in good health. For example, drinking Actimel will reinforce your natural defenses or Activia will facilitate your transit.Some brands also adress to Beauty: Perle de Lait will make you have a soft skin when Lactalis will make you more beautiful!    

 But behind all this marketing brainwashing is an old debate on Milk, and this time not on how much we should consume of it but on the nature of Milk itself. Indeed, flourishing Scientific studies intend to prove that Milk is not “nutritious for health”. It can even be responsible for some diseases like osteoporosis. Cow milk is saturated in fat (50% more than human milk) and in cholesterol and its benefits can be found elsewhere in the alimentation.    

But how come we have this controversy about Milk then? Why the debate has not been ended by the Scientific community?This issue remains unsolved. Some dare say we are victims of brand lobbies, trying to hide an industry of dairy products of too much economic interest. Behind Milk we have very powerful and established Big groups as well as Producers, can you imagine the economic disaster if Milk got “banned” of our alimentation? 

Are we the victims of Brand's conspiracy?  Up to you to choose your camp...


Cécile Vendeville