SOURCE: California Milk Processor Board - GOT MILK?

California Milk Processor Board - GOT MILK?

June 18, 2010 12:01 ET

Mootopian Summer

GOT MILK? Brings TV Spots to Life: Experience Mootopia Throughout Calif.

SAN CLEMENTE, CA--(Marketwire - June 18, 2010) -  You've seen them on television: beautiful beings with perfect hair, muscles and teeth all because of milk. They call themselves Mootopians from the land of Mootopia and this summer, they're coming to a California city near you. The California Milk Processor Board (CMPB), the creator of GOT MILK? and its new campaign 'Mootopia,' will host experiential lounges, the Mootopian Oasis, throughout the summer where people from the Golden State can learn firsthand about the health and beauty benefits of milk. 

"People, especially Californians, aspire to look and feel the best that they can," says Steve James, CMPB executive director. "Our Mootopia campaign allows consumers to learn that by drinking milk, they can help their bodies create strong bones, muscles, teeth, hair and nails."

The Mootopian Oasis will consist of hair and manicure stations, an arm wrestling post to conduct strength competitions and a milk bar where visitors can enjoy smoothies as well as receive free t-shirts and other swag items courtesy of GOT MILK?

"We want Californians to feel pampered and experience the benefits of milk in a whole new way," says James. 

The Mootopian Oasis will come to the following California cities:

Los Angeles Area:
June 18 - Sept. 6
Valencia - Six Flags Hurricane Harbor Water Park
26101 Magic Mountain Pkwy., Valencia, CA 91355

June 19
Huntington Beach - Surfing America USA Championships
Huntington Beach Pier - 317 Pacific Coast Highway, Huntington Beach, CA 92648

July 2-3
Venice Beach
Windward Plaza, Just Off the Boardwalk

July 16-18
Hermosa Beach - AVP Volleyball Tournament
Sponsorship Village, North Side of Hermosa Beach Pier
1286 The Strand, Hermosa Beach, CA 9025

San Diego Area:
June 25-27
San Diego - Mission Valley Shopping Center
In Front of Nordstrom & Michaels (NE Side of Mall)
1640 Camino Del Rio, San Diego, CA 92108

Sacramento Area:
July 30-Aug. 1
Sacramento - California State Fair Grounds
California Expo Center - South of Building 5 Outside
1600 Exposition Blvd., Sacramento, CA 95815

San Francisco Area: 
Aug. 13-15
Walnut Creek - Broadway Plaza Shopping Center
Promenade Area Next to Fountain
1275 Broadway Plaza, Walnut Creek, CA 94596

Fresno Area:
Aug. 20-22
Fresno - Riverpark Shopping Center
7600 N. Blackstone Ave., Fresno, CA 93720

Aside from the Mootopian experiential lounges, the 'Mootopia' campaign consists of three 30-second television spots that depict a land where milk flows profusely through streams and waterfalls and its citizens, the Mootopians, are exceptionally fine physical specimens, with strong muscles, great teeth and shiny, healthy hair - all because of milk.

For more information on the 'Mootopia' campaign and GOT MILK?, go to www.visitmootopia.com and www.gotmilk.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 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.