(Updated July 1, 2020) Vinnie Jones is rocking an edgy new look—he’s got an oat milk mustache as part of a new vegan milk ad.
The footballer-turned-actor joined forces with boxer Nicola Adams, singer Pixie Lott, and a number of other celebrities to recreate a famous 2010 milk ad. The new campaign, launched by European plant-based food brand Alpro, promotes vegan oat milk.
Alpro’s ad spins off of the Milk Marketing Forum’s famous campaign. It was launched by the group of British milk co-operatives and dairy companies in an attempt to boost milk consumption among younger generations.
“[M]ilk has become less visible, particularly among a younger audience,” Sandy Wilkie, former chair of the Milk Marketing Forum, said in a statement about the campaign.
Despite the Milk Marketing Forum’s best efforts, the 2010 milk campaign wasn’t a success. A recent study by the Agriculture and Horticulture Development Board revealed people in the UK are drinking 50 percent less milk than they were in 1974.
![Vinnie Jones Has an Oat Milk Mustache In Vegan ‘Make Mine Milk’ Ad](https://s35930.p1154.sites.pressdns.com/wp-content/uploads/2020/06/pixie-lott-alpro.jpeg)
Dairy Then and Now
Lott’s new spot features the message: “Lotts can change in 10 years,” while Jones’ ad empowers: “You know what’s good for you.” Adams’ message is “Powered by oat.”
“Ten years really do fly by, boys and girls. But how could I forget sporting a milk ‘tache on posters across the UK for the original dairy campaign? Lots have changed since 2010, and plant-based has become a big part of my life. So I was delighted Alpro asked me to rock the ‘moat-stache’ in 2020,” Lott said in a statement.
Jones is enthusiastic about his new look. “Let’s not beat around the bush. In 2020, we all know there’s a new ‘tache in town,” he said. “I was a bit reluctant to have a good shave before the shoot and lose my rugged good looks—but I think the “moat-stache” looks pretty damn good on me. I’m taking it back to Hollywood.”