It took me way too many years to find the "original" mustache campaign that I remember from when I was a little kid - found deep down in the dusty archives of the Swedish Arla Milk products company, photos of famous people posing with big white mustaches. Concept ring a [cow]bell?
Back in the early 1980s some adman was thinking about how to increase consumption of the very healthy, and plentiful variations of filmjölk (yogurt). Lets make people drink their filmjölk was the thought; instead of just having a bowl in the morning with müsli or something in it, why not pour yourself a glass of your favorite kind, and drink it? De-stress the stressed out mornings of the eighties with a tall glass of healthy yogurt - and why not turn the only 'side effect' from drinking the stuff into the hero of the campaign - the telltale mustache that happens when you drink yogurt. Soon celebrities were lining up to pose with yogurt on their faces, and the writers punned away on the headlines. In hindsight, this one (top) is quite funny as politician Lars Werner was known to like a glass or ten of stronger drinks, the headline reads "start your morning with a glass". In Swedish this can easily be misunderstood as "Start your morning with a drink" ....
