SOURCE: California Milk Processor Board

December 31, 2007 12:01 ET

BUSTED AGAIN

GOT MILK? Parodies Recent MLB Steroid Scandal by Relaunching Two Popular TV Spots

SAN CLEMENTE, CA--(Marketwire - December 31, 2007) - Earlier this month, Major League Baseball (MLB) released the long-awaited Mitchell report linking some of baseball's best-known players to the illegal use of steroids and other performance enhancing drugs. On the heels of this announcement, the California Milk Processor Board (CMPB), the creators of GOT MILK?, is re-releasing two popular spots that spoof this very controversy. "Caught" and "Never Poured" first hit the TV airwaves in 2005. The 30-second spots allude to a powerful substance with extensive performance enhancing properties, like calcium, protein, and vitamin D for bone health and muscle recovery. The powerful substance is of course milk!

"The re-release is timely," says CMPB Executive Director Steve James. "These commercials continue to be two of most memorable and popular spots GOT MILK? has ever produced."

Taking a hilarious approach to an issue that has plagued professional sports for years, "Caught" and "Never Poured" will rotate into the TV airwaves starting today, Dec. 31, 2007 and end the week of Jan. 28, 2008.

"While the commercials parody the recent baseball scandal, the spots effectively use humor to bring out the truth about the health benefits of drinking milk," says James. "By pouring, everyone, not just athletes, can have strong bones and muscles. Milk is indeed a 'Super Drink.'"

"Caught" opens with a sports anchor delivering the news of a baseball hitter being pulled from the game after testing positive for a new performance enhancing substance. The spot cuts to locker room frenzy where coaches and managers rummage through a player's locker to find the performance enhancing culprit: a half-gallon of milk. The accused player tries to defend his actions, citing the broad availability and usage of the substance. The spot then closes with the now ubiquitous GOT MILK? trademark.

"Never Poured" opens to a sports anchor delivering the news about one athlete who refuses to "pour." His resistance leads to poor performance on the baseball diamond. The spot then closes with the GOT MILK? trademark.

Developed by longtime CMPB advertising agency, San Francisco-based Goodby, Silverstein & Partners, the commercials rely on the backhanded humor of major league athletes taking substances to improve their performance, but in the spots' case, it's good, old fashioned milk.

Now in its fourteenth year, GOT MILK? has helped sell millions of gallons of milk and has 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? has become a hot property licensed on hundreds of products over the last decade.

About the CMPB

The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California. 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.