SOURCE: California Milk Processor Board

March 17, 2008 11:01 ET

TOMA LECHE to Air 'Milk-Benefit' Tales

New Spanish-Language TV Spots Draw Inspiration from Children's Stories

SAN CLEMENTE, CA--(Marketwire - March 17, 2008) - We are all familiar with mythical figures, like elves and witches that are prevalent in children's books. These characters have expanded children's imaginations, often times bringing fright and bewilderment to the kids who read their stories. And starting this month, these characters will bring to life lesser known milk benefits. In its 2008 Spanish-language TV campaign entitled 'Leyendas' (Legends), the California Milk Processor Board (CMPB), the creators of GOT MILK? and TOMA LECHE (Drink Milk), debuts the spots 'Elfo' (Elf) and 'Bruja' (Witch). Though the main characters in the ads are mythical, the milk benefits are real: milk consumption fights off some of the symptoms of PMS and promotes restful sleep.

"Our research indicates that Latino families connect to these characters," says CMPB Executive Director Steve James. "The new spots are told just like a fairy tale with lessons in the end: drink milk for a healthier lifestyle."

Produced by Long Beach-based advertising partner Grupo Gallegos, this year's ads consist of 30- and 60-second spots. Starting today, the 60-second spot of 'Bruja' debuts. The ad opens with a witch on a broom chasing off frightened children. Legend has it that scaring the townspeople is a monthly ritual for the witch. But during this particular trip, she decides to drink a glass of milk that one of the residents left out on her spell table. Her demeanor then magically transforms, causing the witch to spread good deeds instead of evil among the townspeople. The ad ends with the tagline stressing one of milk's key health benefits: "The calcium in milk reduces PMS symptoms. TOMA LECHE." The 60-second spot will run until Mar. 23 as the 30-second version of 'Bruja' rotates in on Mar. 24.

"The ad is something to see," says James. "The picture quality, the tone and the way the spot was shot seems as if it came out of a movie. I'm very proud of the work we've produced."

On Apr. 28, the 30-second 'Elfo' spot will rotate in to educate Latinos that drinking milk right before bed promotes restful sleep. The spot opens with an elf with big ears that enjoys a glass of milk right before bed. He sleeps so well after drinking the "wonder tonic" that he is able to shut off all the noise around his neighborhood: crickets, coyotes howling, hens clucking and barking dogs, just to name a few. The ad ends with the tagline, "Protein in milk helps you get to sleep. TOMA LECHE."

"The best thing about the TOMA LECHE spots we've produced over the last three years is that they do not preach to Hispanics about milk," says James. "Rather, the ads bring to light the health benefits of milk in a creative manner."

In its 15th year, GOT MILK? has helped sell millions of gallons of milk and has become an American icon. The CMPB's Spanish-language campaign began in 1994 using the tagline "Familia, Amor y Leche" (Family, Love and Milk). The TOMA LECHE campaign replaced it in 2006, following a growing trend in Hispanic food advertising that uses wit and humor to reach audiences.

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 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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