In an attempt to boost sales and persuade consumers that their product had numerous health benefits, milk producers staged the famous “milk mustache” advertising campaign. The ads earned honors for their creativity and became popular collector's items. However, ads appeared to highlight gender differences among celebrity models. The purpose of this study was to analyze sport-related milk mustache ads (N=34) to ascertain differences in gender representation. Ads were coded for model gender and activity, sport, pose, role portrayal, role connotation, and camera angle. Significant relationships were found between gender and activity (p = .017) and role connotation (p = .045), while trends emerged regarding relationships of gender and sport (p = .054 ns) and role portrayal (p = .062 ns). It was concluded that the milk mustache campaign, a strategy to re-educate consumers regarding widely held misconceptions about milk, made its points by relying heavily on widely held misconceptions about sport and gender.
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