The California Milk Processor Board (CMPB), creators of got milk? and toma leche, is launching a new advertising campaign highlighting how a person's future self is determined by the nutritional choices he or she makes today — starting of course with milk.
Goodby Silverstein & Partners (GS&P), originators of the got milk? tagline, and Grupo Gallegos (GG), creators of toma leche, have worked in an unusually close partnership, to co-create work designed to appeal to all Californians, regardless of ethnicity. In a unique structure, personnel from both agencies worked side by side under the direction of GG Chief Strategy & Engagement Officer Andrew Delbridge and GS&P Co-Chairman Jeff Goodby.
The campaign, which starts today, includes two commercials, each in both English and Spanish. One spot makes use of the campaign's traditional humor and surprise, while the other is a beautiful and emotional look back upon the lasting effect of a glass of milk between parent and child.
"It's time to start addressing the California market on the basis of things we all share. California consumers are extremely diverse but when it comes to wanting what's best for our children and their future, we are one united front," says Jeff Goodby, chairman of GS&P. "This campaign embraces every parent's personal desire, which is preparing our children for a successful and healthy future."
The television spots, titled "Champion" and "Brave", both show how a glass of milk can change a life. "Champion" depicts a young girl's life being altered in a humorous but successful way through the nutritional value of milk. In "Brave" we watch as a fireman reminisces about a glass of milk shared with his mother that led him to become the strong, directed character he is today. Both ads remind consumers that a strong foundation begins with healthy choices today to create the best future possible.
"We have an emotional connection to milk," said Steve James, Executive Director of the CMPB. "This is the first time our agencies have taken a one market approach to California audiences, with the creative that takes full advantage of that. I think the spots are reminders of the influential role parents' nutritional choices and advice have on their child's future."
The new effort will also include radio and digital installations. GG founder John Gallegos added: 'California is a window into the Nation's changing cultural make up. CMPB has always been at the forefront of embracing the cultural identity of its audience and this work is a great example of how to engage your audience as one brand – one market."
To view the new got milk? and toma leche spots and to learn more about how milk enhances your future self, visit: www.gotmilk.com, www.tomaleche.com or www.youtube.com/officialgotmilk. Join "got milk?" on Facebook and Twitter (@gotmilk) and follow the conversation.
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, in order to better align the English and Spanish language work. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.
Source: The California Milk Processor Board (CMPB)