click image to zoomNASA Engineer Jose M Hernandez Although parents don't always realize it, the advice they give and the nutritional choices they make can have a life-long effect on their children. This parental influence is the motivation behind the California Milk Processor Board (CMPB)'s new campaign launching today. The new ads by the creator of got milk? and toma leche remind parents how choosing milk sets the foundation for proper nutrition and future success. Former NASA Engineer Jose M. Hernandez knows this first-hand and is partnering with got milk? to bring the ads' message to life for Californians. Hernandez will visit select markets and relate to audiences how early choices, like choosing milk, set the foundation children need to reach for the stars, especially around Back to School.
Milk fuels a better future, new got milk? ads remind parents how today's choices last forever
Despite Hernandez' humble upbringing, his family - migrant farm workers who travelled from Mexico to California's Central Valley nine months out of the year to work the strawberry fields - encouraged his dream of one day traveling to space. His father, with only a third grade education, ingrained in him that school and positive choices could help him achieve his life-long goals. Eventually, after a series of positive choices, Hernandez became an award-winning engineer who flew on Space Shuttle Discovery aboard the 128th shuttle mission in 2009.
In a similar vein, the new got milk? and toma leche ads encourage parents to make a positive impact in their children's life through milk. One television spot, "Champion" shows a young girl meeting her future self in a supermarket. As the girl starts drinking milk, she watches herself become an Olympian – the more she drinks, the more she achieves! The girl's mom excitedly loads up the shopping cart with milk. Another spot, "Brave" shows a firefighter reminiscing on his mother's words of comfort and how that inspired him to conquer his fears and help others. When he drinks milk, he acknowledges his mother's positive influence. Both spots reveal how one of the earliest choices parents face, proper nutrition with milk, can fuel children's lives.
"To reach their dreams students need to prepare and focus," said Hernandez, a California Central Valley native. "Good nutrition is an essential part of preparation. It helps kids perform their best in school and be on their way to a better future."
Today Hernandez inspires students of all ages to learn about the importance of math, science and proper nutrition through his non-profit organization, The Reaching for the Stars Foundation.
"Hernandez' life accomplishments mirror the message of our new ads," said Steve James, Executive Director of the CMPB. "Whether we're raising a future firefighter, Olympian or astronaut, the choices we make today, like drinking a glass of milk, can lead our children to a better tomorrow."
To view the new got milk? and toma leche spots and to learn more on how got milk? is making a difference this school year, visit www.gotmilk.com, www.tomaleche.com or www.youtube.com/officialgotmilk. Join the online conversation using #fuelbetterfuture on Facebook and Twitter (@gotmilk) or on Instagram (@officialgotmilk).
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: California Milk Processor Board (CMPB)