Milk’s role at bedtime focus of new 'got milk?' campaign

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Both sleep and a healthy diet are important in everyone’s daily lives, and milk may be the answer to meeting both of these needs.

A new campaign from the California Milk Processor Board (CMPB) is taking "got milk?" to a new level. According to The Modesto (Calif.) Bee, the Spanish-based campaign urges parents to include milk with their child’s bedtime routine.

"So much of what we do during the day hinges on our good-night-sleep relaxers the day before," Steve James, the board's executive director, told reporters.

A CMPB study found that 94 percent of the state’s Latinos consistently have milk in their homes, and the CMPB’s latest advertisement strategy hopes to sustain this percentage.

"Duermes bien, sueñas bien — toma leche," one of the advertisements reads. Translated, it says: "Sleep well, dream well — drink milk."

The campaign will be featured in radio, television and online ads.

Read more here.

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