Generic promotion of liquid milk in Australia

Generic promotion by the Australian dairy industry has been successful in t ransforming milk from a commodity to a branded personality. Targeted campai gns have repositioned milk's image from the innocuous to legendary status, leading to increased milk consumption. This paper gives a history of generi c promotion of market milk in Australia; detailing the rationale for the ca mpaigns, the impact on milk sales and per capita consumption, and lessons f or the future. Campaigns outlined include Milk. Legendary stuff and Milk. A re you getting enough?, both of which attained widespread acclaim including Cannes Gold Lion and Mobius awards.