[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.

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.

[4] The MMB campaign was overseen by Penny Hughes, in one of her first roles at the board, and commanded a huge advertising budget.

[13] The campaign intended to market milk as a thirst-quenching fresh drink and also promoted its health aspects.

[17] Later advertisements featured Yorkshire actor Brian Glover, who had also participated in Allinson's Bread and Tetley Tea adverts.

[18] In conjunction with television and radio advertising the MMB launched a range of merchandise featuring the slogan, this included T-shirts, dinghies and mugs.

[19] In addition, the Dairy Council, which frequently co-operated with the MMB, launched Operation Skyquest, an attempt to break the hot air balloon altitude record.