Like other milk marketing campaigns, the Breakfast Project
is upbeat, interactive, inclusive and fun, offering recipes, tips, a
"morning survival guide" and even a chance to win free milk. And like
the other campaigns, it has little chance of selling a product people don't
particular like which is not particularly good for them. We won't even talk
about the filth and cruelty of modern dairy farms and what happens to veal
calves, a "byproduct" of the industry to keep cows lactating.
Still, milk marketers seem to have learned one lesson from
the disproved osteoporosis, PMS and weight loss claims of past campaigns: the
Breakfast Project makes no appeal to science or medicine to support the
marketed milk benefits. Instead of "studies have shown," or
"research has revealed" the new campaign simply says, "We
believe milk is part of getting a successful day started." Of course they
believe it, they are the dairy industry. Have they ever lied to us? END
Martha
Rosenberg's first book, Born With a Junk Food Deficiency: How Flaks, Quacks,
and Hacks Pimp the Public Health, will be published in April by Prometheus
Books. click here
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