I was on YouTube yesterday checking out the new feature they rolled out recently (more to come on that soon), when I noticed the Make Mine Milk ad. According to industry body Dairy UK, it’s a £7.5m campaign financed with the aid of the EU that’s designed to boost sales in low-fat milk and to position low-fat milk as the ‘drink of choice’ for young people and their families.

The campaign is being endorsed by known celebrity figures Pixie Lott and Gordon Ramsay to promote the benefits of low-fat milk to teenagers and mums across the country and is making use of social media platforms Facebook and Twitter to tap into the younger audiences.

Their Facebook Page enables users to sport a ‘milk-tache’ of their own as well as providing a quiz. These are essential for a campaign like this in order to attract a growing audience, however they need a stronger focus on branding the Page even more and bringing in more content in a way that is unique— with only 6,115 likes is not enough to gain any real traction, especially seeing as Facebook now boasts an incredible quarter of a billion people using it’s platform. It’s clear that they are using celebrity interest to market their campaign by featured a ‘Gossip’ section with articles and news on celebrity lifestyle but I’m not sure this is enough to get teenagers interested in drinking milk, at least not as a replacement for their consumption of artificial drinks.

It will be interesting to see how sales figures turn out. I just hope we don’t end up seeing Gordon Ramsay’s mug on the front of every milk bottle.