It's no secret that great milk comes from Happy Cows, and Happy Cows come from California…but it remains to be seen who will become California’s next Happy Cow! Late last year, the California Milk Advisory Board (CMAB) announced an American Idol-style competition that challenged cows from across the globe to submit audition tapes to become the next California Happy Cow. And it’s been up to consumers to vote for their favorite contender at www.RealCaliforniaMilk.com. To date, Happy Cow fans have cast nearly 500,000 votes, and with consumer engagement at an all-time high, the CMAB today announced that voting will remain open through December 31, 2009.
“Consumer response to the California Happy Cow auditions has been overwhelming since we launched this campaign a year ago,” said Michael Freeman, CMAB’s vice president of advertising. “People have been passionately voting for their favorite cows, and with a close race, we feel it’s important for us to extend the voting period to allow everyone a chance to have a say in selecting the next representative of the nation's leading dairy state.”
The integrated TV and Web campaign began in late 2008 with 10 new TV spots, each as an “audition tape” commercial featuring cows from around the world vying for the coveted title of next California Happy Cow. This is the first time in Happy Cows’ history that consumers will decide on their favorite cow based on the audition spots.
Cows who have submitted audition videos are as diverse and unique as consumers who enjoy Real California Milk. American cows are well represented with Destynee from New York City, Alicia from an unknown small town, Jenn from the Bayou, and April, Lisa and Kathy from the Midwest. There are even international auditions, including Anna from Switzerland, Soo from South Korea and Kirsten from Canada.
Deutsch LA developed the Happy Cows campaign concept with the introduction of the Happy Cow commercials in late 2000 and has since been recognized with numerous accolades for raising awareness of California dairy products.
While the Happy Cows campaign will continue to animate California as the nation’s leading milk producer, consumers can learn more about the California dairy industry and its Real California Dairy Families by visiting: www.RealCaliforniaMilk.com/people.
You can view the spots here.
Source: California Milk Advisory Board