Three's a Charm for Milk & Oreo(R)

Three's a Charm for Milk & Oreo(R)

- Triplets Announced for Newly Weds -

BERKELEY, Calif., Nov. 21 /PRNewswire/ -- First came a marriage made in snacking heaven. Now they're having Triplets -- literally. For the third time in nearly 10 years, Oreo(R) and milk have come out publicly with a new commercial collaboration. This time it's a 30 second TV spot entitled Triplets. The California Milk Processor Board (CMPB) is teaming up once again with Kraft Foods for the latest GOT MILK? -- Oreo ad. For Triplets, Kraft's Nabisco(R) division has agreed to let the CMPB tag their commercial with the GOT MILK? trademark.

Launching December 26th 2005 and airing throughout January 2006, this is the second time the CMPB has re-tagged a partner ad. "Oreo cookies and milk are a delicious combination. And the advertising synergy is just as sweet," says Steve James, CMPB Chairman. "Nabisco has produced a wonderful milk spot."

"Triplets" opens up on three identical young "ballerinas" seated at the kitchen table. One of the triplets serves milk in tall narrow glasses for herself and her sisters and they prepare to dunk their Oreo cookies in unison. When the Oreo cookies won't reach the small amount of milk in the bottom of each tall glass, the adorable triplets decide working together is the only way to go. So they combine their milk into one glass and easily dunk their cookies as they savor their triumph. The ad closes not with the original Oreo tag line, but with the now-universal question, "Got Milk?"

Though Oreo and milk have been going steady for decades, having come out in public with their first ad together in 1996 (Goodby Silverstein & Partners conceived and produced a spot called Oreo Kane), their marriage has only been official for a year, when, in a public demonstration of commitment, Oreo cookies were officially embossed with the GOT MILK? logo. In 2002, the classic Oreo commercial, Dilemma, was re-released with the GOT MILK? tag line. Triplets is Oreo and milk's third commercial partnership.

From cookie to cultural icon, Oreo has been America's favorite cookie since 1912. And while there are many examples of collaborative marketing in the food industry, few are as interwoven as Oreo and milk.

"The continued partnership with Oreo exemplifies collaborative marketing at its best and attests to the power of the GOT MILK? brand," explained James. "The production savings are significant, stretching dollars to the fullest."

About the CMPB

The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California. Awareness of GOT MILK? is over 90% nationally and it is considered one of the most important and successful campaigns in history. GOT MILK? is a federally registered trademark that has been licensed by the national dairy boards since 1995. GOT MILK? gifts and recipes can be viewed at http://www.gotmilk.com/. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.

About Kraft Foods

Oreo is a registered trademark of Kraft Foods Global Inc. (NYSE:KFT) a global leader in branded foods and beverages. Kraft Foods is the largest branded food and beverage company headquartered in the United States and the second largest worldwide. Kraft Foods markets many of the world's leading food brands, including Kraft cheese, Jacobs and Maxwell House coffees, Nabisco cookies and crackers, Philadelphia cream cheese, Oscar Mayer meats, Post cereals and Milka chocolates, in more than 155 countries. For more information about Oreo, visit www.oreo.com or for more information about Kraft Foods, visit www.kraft.com.

Source: California Milk Processor Board

CONTACT: Isela Aguirre-Castillo, +1-310-226-8600,
isela.castillo@rlpublicrelations.com, for California Milk Processor Board

Web site: http://www.gotmilk.com/
http://www.oreo.com/
http://www.kraft.com/

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