SOURCE: California Milk Processor Board - GOT MILK?

California Milk Processor Board - GOT MILK?

November 30, 2011 12:01 ET

The Search for the Maestro Positivo in California

TOMA LECHE Accepting Nominations for Three, $5,000 Recipients

SAN CLEMENTE, CA--(Marketwire - Nov 30, 2011) - They are the unsung heroes of their communities -- spreading goodwill and positivity with every person they meet. They are selfless, relentless, do-gooders who expect nothing in return, just the hope of making a difference and possibly improving the lives of those around them. Know people who fit the bill? Three Californians could win $5,000 in cash each for themselves and their organization or charity of choice. The California Milk Processor Board (CMPB), the creator of GOT MILK? and TOMA LECHE, wants to reward three 'Maestros Positivos' in the Golden State who promote healthy lifestyle and proper nutrition in their communities. After all, the CMPB is spreading the same message in its latest advertising campaign. It introduces a fictional character, "The Master of the Glass Half Full," a guru and philosopher who swears by the powers of milk -- a super beverage packed with nine essential vitamins and nutrients -- for a positive and healthy lifestyle.

"We call it positivity in a glass," says Steve James, executive director of the CMPB. "When you practice proper nutrition with milk, you can radiate positivity from within. This program rewards three outstanding Californians for doing great work in their community and it is our way of giving back to them."

To bring the campaign to life to California consumers, TOMA LECHE has partnered with Chivas USA Soccer Player Gerson Mayen who understands first hand on and off the field the importance of leading a healthy and active lifestyle. His philosophy is simple: Go back to basics. Exercise regularly. Eat Healthy. Drink Milk.

"To achieve the goal of health, you need to take care of yourself from the inside out, and milk is one of those foods that helps me do just that," says the 22-year-old soccer player who also walks the walk and volunteers his time in the community with organizations like St. Jude's Hospital. "I'm inspired by the 'Maestro' program and like TOMA LECHE, want to pay tribute to real life MVPs who give so much of themselves for the sake of others."

With the help of Mayen, TOMA LECHE is asking Californians to nominate 'Maestro Positivos' in their communities by Dec. 22, 2011 for a chance to win one of three $5,000 scholarships, $2,500 for the winner and $2,500 for the recipient's organization or charity of choice that promotes healthy living and nutrition.

The contest is open to Californians ages 13 and older. They can either nominate themselves or another person. To be eligible, individuals must visit the Facebook page of "The Master of the Glass Half Full" (www.facebook.com/ElMaestroDelVasoMedioLleno) and download and fill out an entry form. Contestants must also submit an essay (no more than 1000 words Spanish) stating the following (1) the type of work being done to help promote healthy living and nutrition (2) why it's important to do such work in the Latino community (3) how $2,500 donation can further help the nominees' choice of charity or organization. Entries must be submitted via the following:

Email: maestro@tomaleche.com
Mail: Maestro Positivo Contest
c/o RL Public Relations
11835 W. Olympic Blvd., Suite 1155E
Los Angeles, CA 90064

Produced by advertising partner Huntington Beach-based Grupo Gallegos, "The Master of the Glass Half Full" is a fictional character garbed in a white robe who one day experiences an epiphany and is enlightened about milk's powers of positivity. Pegged as the most positive person in the world, he is featured all over California via TV, radio, billboards and on social networking sites like Facebook and Twitter.

To see the 'Maestro' in action go to www.facebook.com/ElMaestroDelVasoMedioLleno. To learn about the benefits of milk for the entire family, visit www.tomaleche.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.