Hasta La Vista Grandma

Hasta La Vista Grandma

- Quirky New Hispanic Ad Campaign Breaks With Tradition -

BERKELEY, Calif., Jan. 30 /PRNewswire/ -- Milk, a tradition older than flan and salsa among Latino families, is about to get a modern makeover. Thanks to a new Hispanic advertising campaign from the California Milk Processor Board (CMPB) -- the creators of the popular GOT MILK? TV spots -- leche advertising is set to say goodbye to grandma in the kitchen and hello to eccentricity and humor in a more contemporary way.

(Photo: http://www.newscom.com/cgi-bin/prnh/20060130/LAM088)

In a huge departure from CMPB's long-running "Familia, Amor y Leche" campaign, which squarely linked milk to traditional themes of home, abuela (the family matron) and cooking, the new Spanish-language TV ads set out to position milk as a wonder tonic with muscle, hair and teeth building qualities.

The new campaign developed by Long Beach-based Grupo Gallegos -- consisting of three 30: second TV spots: 'Contortionist,' 'Amazon Hair Goddess' and 'Teeth Town' -- will introduce CMPB's new "Drink Milk/Toma Leche" tagline. Set to break January 30th, 'Contortionist,' and 'Amazon Hair Goddess' will run January - April 2006 with 'Teeth Town' rotating in beginning April 1st. Despite the different attributes they seek to highlight, all three spots emphasize milk as a strength builder and aim to encourage Latinos to insist on milk for themselves and their families.

"We recognize that Hispanic audiences are increasingly sophisticated and that our advertising needs to keep up," says CMPB Chairman Steve James. "Here we're using a quirky kind of humor to remind families of the importance of drinking milk."

'Contortionist' opens on a circus ring with two acrobats twisting, crumbling and folding their bodies in half. Cut to a young girl, member of the contortionist family featured, explaining that contortionism is not a job, but an everyday occurrence that's possible thanks to milk's muscle-building properties. In similar fashion, 'Amazon Hair Goddess' features a gorgeous Amazon-like woman, with a sculptured body and strong, voluminous long tresses who attributes her beautiful, strong hair to the white wonder tonic. 'Teeth Town' spotlights a town where people use their teeth to do everyday things like picking up a baby or opening a can of food. At the end, audiences are reminded that milk helps keep teeth strong and prevent cavities.

Directed by Andy Fogwill, CMPB's new spots are part of a larger trend in Hispanic food advertising that recognizes the maturation of audiences toward current themes featuring humor and smarts.

On the heels of the campaign's launch, the CMPB is launching a statewide consumer contest -- seeking contortionists and their stories about how milk helps them in their flexible endeavors. The CMPB will accept photographic or written entries until February 27, 2006 for a chance to win cash and GOT MILK? prizes.

Now in its twelfth year, GOT MILK? has helped sell millions of gallons of milk and become an American icon. The CMPB launched a separate, Spanish-language television and billboard marketing effort in 1994; ads utilizing the tagline "Familia, Amor y Leche" (Family, Love & Milk) tagline aired for nine years, until the end of 2005.

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 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.

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20060130/LAM088
AP Archive: http://photoarchive.ap.org/
AP PhotoExpress Network: PRN7
PRN Photo Desk, photodesk@prnewswire.com
Source: California Milk Processor Board

CONTACT: Molly Ireland of RL Public Relations, +1-310-226-8600,
molly.ireland@rlpublicrelations.com, for California Milk Processor Board

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

NOTE TO EDITORS: For more information, an interview -- or a copy of 'Contortionist', 'Amazon Hair Goddess' or 'Teeth Town' -- contact Molly Ireland, +1-310-226-8600, or e-mail molly.ireland@rlpublicrelations.com

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