Alfred E. Neuman, MAD Magazine's irreverent icon known for his gap-toothed grin, will sport a full set of pearly whites and a milk mustache in the February edition of MAD Magazine.

Neuman's milk mustache ad highlights calcium's important role in building strong bones and teeth. The ad copy reads: “‘got milk?’ It's got calcium, which is great for strong bones
and toothy product endorsement smiles.”

“From partnering with teen icons like Alfred E. Neuman, to introducing new milk flavors and packaging, the milk industry is communicating to teens that calcium-rich milk is an important part of their diet at a time when about 15 percent of adult height is added,” said Kurt Graetzer, CEO of the Milk Processor Education Program. The ad targets teenage boys — a group that rarely consumes the recommended 1,300 mg of calcium per day. In fact, according to USDA data only 32 percent of teenage boys consume at least four 8-ounce glasses of milk or a Milk Group equivalent each day.

“Alfred E. Neuman is an American icon that is perfectly paired with Milk,” said Joel Ehrlich, senior vice president, advertising and promotions for DC Comics and Warner Bros. Consumer Products. “Combining the humor inherent with this character and the virtues of the healthy beverage to create a worry-free campaign is a great way to spread the message and reach fans nationwide.”

The print advertisement will debut in the February issue of MAD Magazine, which hits newsstands on January 15, 2002. The National “got milk?” Milk Mustache Campaign is jointly funded by America's milk processors and dairy farmers.

Business Wire