SOURCE: California Milk Processor Board

www.gotmilk.com

February 18, 2011 09:01 ET

GOT BREASTMILK?

GOT MILK? Gives La Leche League Use of "GOT BREASTMILK?" Trademark

SAN CLEMENTE, CA--(Marketwire - February 18, 2011) -  The California Milk Processor Board (CMPB), the creator and owner of the popular GOT MILK? tagline, has signed a licensing agreement to give La Leche League International permission to use the slogan "GOT BREASTMILK?" La Leche League, whose mission is to promote breastfeeding among mothers worldwide, will be able to use the tagline in its promotional and merchandising materials. 

"We applaud and support the efforts of La Leche League," says Steve James, CMPB executive director. "GOT MILK? and La Leche League care for the health and wellbeing of moms and babies alike. Both organizations believe that breastfeeding is the most natural and effective way of satisfying the needs of the baby. And as the baby gets older, cow's milk is the other best natural source of food for children. It provides calcium and many essential nutrients growing kids need for strong bones, muscles, teeth, hair and nails." 

Some "GOT BREASTMILK?" items such as buttons and postcards are ready for sale on the La Leche League website www.llli.org/gotbreastmilk. Other branded items such as baby onesies, toddler shirts, tote bags and mugs will follow suit. The CMPB will give 50 percent of royalties from the sale to the La Leche League.

GOT MILK? is one of the most ripped off slogans in U.S. history. From GOT FLEAS? to GOT TIRES?, many businesses have ripped off the tagline because it resonates with consumers. The CMPB has worked hard to protect it, making this partnership and the contribution to La Leche League significant. 

"GOT MILK? is a familiar tagline to families everywhere," says Barbara Emanuel, executive director of La Leche League International. "We are privileged to have this partnership and sales proceeds will help provide resources for families to make informed choices when it comes to breastfeeding."

About La Leche League International
La Leche League began in the Chicago suburbs in 1956, with seven breastfeeding mothers who wanted to share information about the process and benefits of breastfeeding. Since then, it has grown into the leading breastfeeding advocacy organization in the world, helping mothers and babies in more than 70 countries. La Leche League International is the most trusted source of information and training for nursing mothers. Its classic guide The Womanly Art of Breastfeeding was the first book of its kind -- for mothers, by mothers -- and is the first breastfeeding book to make the national best-seller list. 

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. The CMPB's Spanish-language campaign began in 1994 using the tagline "Familia, Amor y Leche" (Family, Love and Milk). The TOMA LECHE (Drink Milk) campaign replaced it in 2006, following a growing trend in Hispanic food advertising that uses wit and humor to reach audiences. GOT MILK? gifts and recipes can be viewed at www.gotmilk.com and www.tomaleche.com. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.

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