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Jamjellie
Jamjellie
@jamjellie1689649665 · 30 Aug 2020
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Do you remember? With milk more mans

#melkreclame


One of the most popular advertising campaigns ever received large quantities of milk in Dutch children. The campaign went so well that it had to be stopped.

They were very proud of their M-emblem: the children of the Milk Brigade. Around 1960, half a million children were members of the club, which was part of an advertising campaign for milk. The big brain behind the campaign was the Dairy Office, which wanted to get rid of the childish image of milk. Milk had to be tough, so that children would continue to drink it later. The farmers would then get rid of their over-produced milk, the milk puddle.

The campaign started in 1958, and kids could get a log book to keep track of how much of that healthy milk they drank. When their logbook was full, they got an emblem with a big “M “for their clothes. M-brigadiers had to be strong and helpful: 'with milk more man' was one of the slogans of the Dairy Office.

And if they had done a good deed, they could get a gift: a radio or a book voucher, for example. A proud mother therefore wrote to the Dairy Office that her son had jumped into the water with clothes and already to save a cat. It is unknown what gift he received for this brave act.

The brigade also had a song of their own: 'Always we are ready for and'ren. No task is ever too heavy for us.” The campaign was unprecedented popular. In fact, so many M-brigadiers came that all those gifts became too expensive for the Dairy Office. In the early sixties, the brigade was replaced by Joris Driepinter: a cheerful, very strong comic book hero who always had three glasses of milk with him.

School milk

In the fifties Joris Driepinter was the figurehead of the national school milk campaign.


The kid drank three pints of milk a day, which made him so strong that he could lift an elephant with one hand. In those post-war years Joris had to move children to drink enough milk. Because milk is good any, they knew even then. The dairy product was especially important in the fight against poor nutrition.

Already in 1935 the first tests started with school milk. At two schools in Rotterdam, parents could subscribe their children to the subsidised, and therefore cheap, milk. Parents liked to subscribe, because so their children are guaranteed to receive enough lime.

After two years, the enthusiasm about the trial was so great that a national school milk office was set up. It was a success: at the height of the late 1970s, 700,000 Dutch children drank school milk.

Those who had a subscription in the 1950s received an M emblem that you had to sew on your sleeve, as proof that you had paid. The milk came from a quart-liter bottle, with a cap. You poked a hole in that with your pencil.

The caps were collected because the metal was worth money. The proceeds from the sales went to charities: many fifties still remember the project 'Children in Africa'.

Since 1977, school milk has been bound by European directives. The subsidy is also wholly owned by the EU. It decided in 2008 that secondary schools could also benefit from the grant programme. Even more school milk for Dutch youth.



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Maria
mUY BUENO!!!!! Y MUY CIERTO!!!!!!!!!!!!!!!!!😍😍😍😍
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Dewaputra
Joris Driepinter ja, die herinner ik me nog.
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