GOT MILK? Goes to the Movies

GOT MILK? Goes to the Movies

- Campaign 'Boldly Goes Where No Cow Has Gone Before' -

BERKELEY, Calif., Oct. 25 /PRNewswire/ -- One of America's most popular television advertisers is turning its attention to the Silver Screen next month. Beginning November 17th GOT MILK?'s next generation commercial campaign -- "ALIENS" -- will debut on 600 movie screens. Well-known for its humorous 30 second TV spots depicting milk-deprived worlds, this is the first time GOT MILK? creators -- the California Milk Processor Board (CMPB) -- will run spots in cinema.

"This campaign represents a big departure for us on many fronts," states Steve James, Chairman of the California Milk Processor Board. "It's both a creative and distribution risk. But it's imperative we find new ways to coax people out of their complacency about milk and do so in a way where they can't change the channel."

Especially for moviegoers, the five individual spots that make up the "ALIENS" campaign -- 'Landing Party,' 'Farmer,' 'Communication,' 'The Ship' and 'Homecoming' -- have been edited down into a sequential two-minute "mini- feature."

"Of all our campaigns, this one is worthy of a cinematic appearance," continues James. "It's really best seen all in one sitting. You could call it the Lord of the Rings of advertising."

Developed by longtime CMPB advertising partners, San Francisco-based Goodby, Silverstein & Partners, "ALIENS" aims to reposition milk as a new product, never-before-seen in this way. Viewers get a glimpse of milk via fresh eyes, in this case, through extraterrestrial beings in search of milk's wonder-tonic properties.

The first four "ALIEN" spots broke on California television March 13th 2006. The fifth and final spot in the series -- 'Homecoming' -- will be released for the first time at the campaign's cinematic debut November 17th.

'Homecoming' opens on a cow "DA-IRY" -- "ruler of the two legged workers" -- after being absconded to a distant planet by alien scientists. Regally dressed in purple tunic and crown, "DA-IRY" is welcomed to outer space by an eclectic and reverent entourage of broken-boned dignitaries. Hailed as the "Ruler of Earth," the aliens chant in unison "DA-IRY, DA-IRY, DA-IRY" as the bovine ruler makes her way down the red carpet to be received by the alien emperor. The spot then closes with the now ubiquitous GOT MILK? tagline.

Preceding "ALIEN" spots tout milk's "miracle elixir" qualities and follow the escapades of the alien scientists as they attempt to bring "DAIRY" (mispronounced dah-eerie) back to their alien planet, Brittlactica. On Brittlactica, alien rulers of nations like "Papau Hairthinny," "Cavitopia," "Insomniastan" and "PSMtonia" help drive the multiple health benefit messaging home in a light-hearted and entertaining way.

In celebration of GOT MILK's cinematic debut, consumers can win red carpet tickets to the GOT MILK? star-studded premiere on November 16th at Hollywood's Cinespace theater. Beginning today through November 1st, fans of "DA-IRY" -- and her alien scientist and planet dignitary co-stars -- can register to win red carpet tickets by completing an entry form at www.gotmilk.com.

"You don't want to miss this," stresses Steve James, California Milk Processor Board Chairman. "Not only will guests get to see this work on the big screen for the first time, but DA-IRY will be there in all of her bovine glory."

Now in its thirteenth year, GOT MILK? has helped sell millions of gallons of milk and become an American icon. The dairy industry spends $150-million annually to support GOT MILK?, including for use on those Milk Mustache ads. In addition, GOT MILK? is a hot property licensed on hundreds of products across the country.

For an entertaining and plausible -- if not somewhat unusual -- explanation for the recent rash of cow abductions as reported by dairy farmers, visit www.cowabduction.com. You can also learn much more about the aliens themselves at www.planetinneed.com.

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.

Source: California Milk Processor Board

CONTACT: Molly Ireland, +1-310-226-8600, or +1-310-455-1160,
molly.ireland@rlpublicrelations.com, for California Milk Processor Board

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

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

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

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