Atomic Kitten 'get milk' in Scottish dairy campaign

by Steve Guy,, Brand Republic 08-Sep-03, 12:30

LONDON - Liverpool pop trio Atomic Kitten are to emulate Britney Spears, 'Buffy the Vampire Slayer' star Sarah Michelle Gellar and 'Sex and the City''s Kim Cattrall in the US 'Got Milk' ads, by being the face and top lip of a Scottish ad campaign for milk.

The pop group are to appear in ads on bus stops, milk cartons and in magazines in the Scottish campaign, encouraging more young people to drink milk. 'Big Brother 4' winner Cameron Stout will also feature.

Sandy Wilkie, chairman of the Scottish Dairy Marketing Company, said: "It's a fantastic boost to have celebrities of Atomic Kitten's calibre supporting this initiative. They also have that 'cheeky' quality that appeals to kids."

The government agency responsible for the campaign, the Milk Development Council, and the Scottish Dairy Marketing Company have each pledged £250,000 to the campaign.

Scottish adults currently have one of the highest fat consumption rates in Europe. By pushing the message that semi-skimmed milk contains little fat and high levels of calcium and vitamin A, the campaign aims to boost sales while promoting a healthy diet at an early age.

Atomic Kittens' Liz McLarnon said: "Girls in particular need to watch their calcium intake to ensure that they develop strong, healthy bones. They won't be able to follow our dance moves if they don't."

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