The Dairy Farmers of Oregon are plugging milk as ‘the new miracle diet aid’ in a campaign from Borders, Perrin & Norrander/Portland, Ore. Drink up, and you can look like the slimmed-down ‘real women’ in these before and after ads. Milk? Not fattening? A call to Weight Watchers confirmed that diet experts do recommend milk as part of a well-balanced weight loss program. But they recommend low-fat milk, and don’t claim that it’s actually the milk that aids in weight loss. The dairy farmers said some of the women in the campaign actually did drink whole milk to reduce. But they admit there’s a 70-calorie difference between whole milk and skim. Talk about milking a product for all it’s worth . . .
Copyright Adweek L.P. (1993)