Since 1975, Arla has used the back of its milk cartons to inform, engage, and entertain. This summer marks the 50th anniversary of the classic milk carton back – one of Sweden’s most-read texts.
– We see consistently high reading and recall rates, even in today’s crowded media landscape. According to our latest survey, we reach 4.2 million people an average of 6.1 times per month, says Åsa Scherman, editor-in-chief at Arla.
These back-of-carton messages appear on Arla’s milk, yogurt, and sour milk products and have become a beloved breakfast-table tradition for both children and adults.
– Many people say they’ve been reading the carton backs every morning since they were kids. It’s a tradition passed down through generations, and we’re proud to have been a part of everyday Swedish life for five decades, Åsa Scherman adds.
The idea began during the hot summer of 1975, when Arla received a surge of complaints about spoiled milk. To educate the public about the importance of an unbroken cold chain, Arla printed its first informational campaign directly on the milk carton—and it was a hit.
Since then, the backs have featured everything from environmental tips, riddles, and recipe ideas to facts about cows, milk, and sustainability. Thousands of messages have been printed, and millions of consumers have read, learned—and sometimes smiled.
Though non-commercial, estimated media value is around 86 million SEK per year.
All backs since 2003 are available at: arla.se/arlakadabra/mjolkbaksidor
Read the full press release HERE