Milk's gotta lotta bottle
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"Milk's gotta lotta bottle" was an advertising slogan used by the British Milk Marketing Board (MMB) in the early 1980s. It followed the "drinka pinta milka day" slogan used by the MMB from 1959. The new slogan was an attempt to halt declining sales particularly among young people. The slogan was used in television and radio advertisements and on various items of merchandise from January 1982. It was judged as successful but was supplanted by "Get Fresh, Get Bottle" by the middle of the decade.
The Milk Marketing Board (MMB) was a body set up in 1933 to promote higher prices for British milk; its powers included regulation of marketing.[1] From 1959 until the late 1970s, it had marketed milk under the slogan "drinka pinta milka day".[2][3] Market research in the late 1970s had shown that younger age groups regarded milk as old fashioned and boring, and sales were declining.[4][5] The MMB wanted to reinvigorate the product with a new slogan.[5] The MMB wanted the slogan to be similar to its old tagline and also wanted it to enter the popular vernacular, as the previous slogan had.[6]
"Milk's gotta lotta bottle" was developed by Rod Allen and the team under Peter Marsh at advertising consultancy Allen, Brady & Marsh. Marsh's team had been responsible for the popular "Secret Lemonade Drinker" campaign for R. White's Lemonade.[7][8][9] The "Milk's gotta lotta bottle" slogan was specifically formulated for its rhythm and rhyme.[10]
The slogan was based on the cockney rhyming slang for "bottle" as well as being a reference to the glass milk bottles, which the product was sold in. The rhyming slang came from "bottle and glass", for "arse". The meaning, entering the wider public consciousness from the 1960s through greater coverage in the press of contemporary crime, was of having courage and not suffering from loose bowels due to fear.[11][12] The slogan was launched in January 1982.[4]
