SOURCE: California Milk Processor Board - GOT MILK?

September 07, 2007 12:01 ET

Bidder Gets the Glass and Student Gets the Cash

eBay Sale of GOT MILK? Memorabilia Benefits UC Davis Dairy Program

SAN CLEMENTE, CA--(Marketwire - September 7, 2007) - Millions of Californians have seen it on TV. Milk fanatics even spent nearly 132 hours trying to GET THE GLASS at competitions throughout the golden state. Now, consumers finally have the chance to bring home the "glass," the milk-encasing centerpiece of this year's GOT MILK? ads, online game and contests. The futuristic prop will be auctioned on eBay this month, with 100 percent of proceeds from the sale benefiting the University of California Davis College of Agricultural and Environmental Sciences.

"UC Davis has top-ranked programs in Food Science and Technology and Animal Science," says Charlie Bamforth, Chair of the Department of Food Science and Technology at UC Davis. "This award will be a wonderful way to be able to recognize a student specifically interested in dairy and dairy food science. The funds will help ease the financial burden of college and allow the recipient to focus on their academics and extracurricular activities."

GET THE GLASS consists of seven TV commercials and a sophisticated online board game, www.gettheglass.com. It's a "Mission Impossible" style campaign set in a fantasy world to safeguard the last glass of milk on Earth. An ailing family, the Adachis, plagued with weak muscles, brittle nails, cavities and PMS, set out on a mission to get the glass to cure their ailments. The "glass" and its inventive encasing go on sale this month.

To own a piece of GOT MILK? history and to get the "glass" home, interested buyers can log on to www.ebay.com/gotmilk. The GOT MILK? GET THE GLASS auction will start on Sept. 24, 2007 at 10:30 a.m. Pacific Daylight Time (PDT) and end at 10:30 a.m. PDT on Oct. 4, 2007. Bidding starts at $14.00, representing 14 years of GOT MILK? advertising. The auction will be limited to the United States and shipping charges will be free to buyers in the continental U.S. Because proceeds from the sale will benefit students enrolled in the UC Davis College of Agricultural and Environmental Sciences, the sale could be tax-deductible. Bidders are encouraged to check with their personal tax accountants.

Regardless of the amount of money generated from the sale, GOT MILK? will guarantee an award of $3,000, the approximate cost of undergraduate tuition for one-quarter at UC Davis. This award will be given to one student in good academic standing enrolled full-time in the College of Agricultural and Environmental Sciences. The student who best expresses in a 500-word essay his/her passion about the dairy sciences will win the award.

Essays must be turned in no later than 5 p.m. PST on Nov. 9, 2007 via e-mail to milk@ucdavis.edu. A panel of judges from the College of Agricultural and Environmental Sciences and a representative from the California Milk Processor Board (CMPB) -- the creators of GOT MILK? -- will judge the essays and determine the winner. Should the eBay sale proceeds exceed $3,000, the surplus will be distributed to other deserving students. Winner(s) will be notified by Nov. 30, 2007. The award(s) will be applied toward the winter 2008 fees.

"We encourage the education of young people, especially those interested in the dairy field," says CMPB Executive Director Steve James. "UC Davis has been committed to ground-breaking research and to educating students about the future of dairy. GOT MILK? recognizes the university's efforts and the CMPB couldn't be more honored to grant this award."

For more information on the eBay sale and the UC Davis College of Agricultural and Environmental Sciences award, log on to www.gotmilk.com.

About the University of California Davis College of Agricultural and Environmental Sciences

The mission of the College of Agricultural and Environmental Sciences at UC Davis is: to develop students into scholars, mentors, and responsible citizens of the State of California, the United States and the world; to advance, integrate, evaluate and communicate knowledge of the sciences and technologies of natural resource utilization and conservation, agriculture, food, nutrition, human development, and related environmental, health, safety and policy concerns; to seek out, anticipate and lead in addressing the needs of citizens, communities and governmental agencies, particularly in California.

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. 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.

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