SOURCE: California Milk Processor Board

April 22, 2008 12:01 ET Stretches Beyond Bare Bones

New Interactive Web Site Entertains, Educates & Challenges Consumers to Win Prizes

SAN CLEMENTE, CA--(Marketwire - April 22, 2008) - GOT MILK?, known for its quirky, yet memorable TV commercials, has given its Web site a face lift, providing it with an online presence to match its onscreen reputation. The new, produced by the California Milk Processor Board (CMPB), the creators of GOT MILK?, showcases an entertaining, integrated online health resource for consumers. The interactive Web site features eye-catching flash animations graphics and better navigational tools to make it easier for visitors to surf the site. Besides its visually captivating appeal, the site delivers the positive message of milk as a super drink: strengthening bones, muscles, hair, nails and teeth and even reducing some of the symptoms of PMS.

"We're excited about the new Web site," says CMPB Executive Director Steve James. "Our old Web site did not live up to our creative brand. It was difficult to navigate and, frankly, it was boring. This new Web site is fun and engaging for consumers."

When visitors log on to, they are welcomed by a "milk contraption" where a steady stream of the super drink flows. On the home page, consumers can navigate through a series of interactive games highlighting the health benefits of milk. These games feature a beaver, for example, who teaches visitors about milk's teeth strengthening qualities, or an owl who informs consumers that drinking milk before sleep could help them get extra z's at night. A drop down "related content" menu would also pop-out, giving consumers access to milk-related studies, articles and delicious low-fat recipes.

To reward consumers for touring the Web site, GOT MILK? is challenging Californians to participate in a crossword puzzle contest titled "Are You Smarter than Your Mama? Test Your Milk IQ." Visitors can to log on to and click on the contest icon. They must correctly figure out the answers to 20 questions on the crossword puzzle as they relate to GOT MILK?, its advertising campaign, as well as its health and consumer efforts. All answers can be found on the Web site. Grand prize winner gets a brand new Apple MacAir, second place receives a Nintendo Wii and third place finisher picks up a $150 Apple/iTunes gift card. No purchase necessary. For complete contest rules, visit

"We want the site to be user-friendly filled with fun ideas," says James. "We want consumers to walk away from the site knowing that they've learned something while being entertained. We also hope the fun and interactive nature of the site will stimulate return visits."

About the CMPB

The California Milk Processor Board was established in 1993 in an effort to grow milk sales across the state of California. GOT MILK? is a registered trademark owned and conceived by the CMPB, and licensed out to other dairy boards across the nation. The CMPB, once headquartered in Berkley, California, has made its new home in San Clemente, California under the helm of recently appointed Executive Director Steve James. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.