BERKELEY, Calif., March 9 /PRNewswire/ -- Who can forget the classic television images of the crazed priest who assaults a vending machine for a carton of milk, or the elderly lady who makes the mistake of giving her cats non-dairy creamer instead of real milk? The California Milk Processor Board (CMPB), creators of America's beloved GOT MILK? ads, have opened the scope of the campaign to embrace, for the first time, chocolate milk. The new spot breaks in California today and immediately becomes available for national use by other dairy groups. (Photo: http://www.newscom.com/cgi-bin/prnh/20000309/LATH028 ) The commercial features the quintessential teenage boy cruising for his favorite snack. Headphones firmly affixed and rocking to music that would drive to drink more than milk, he's searched for chocolate milk but found the fridge empty. Unstoppable in his quest, he empties a gallon of white milk into the box of cereal, shakes it up (to the beat, of course) and pours himself a tall, cool glass of chocolate milk. Then, stuck with a carton of very soggy cereal, he shrugs and puts the box back in the cabinet for someone else to find. The spot ends with "GOT CHOCOLATE MILK?" reversed out of a deep chocolate brown background. "Teens laughed and told us that this was a pretty cool spot," says Jeff Manning, executive director of the CMPB. "Parents told us that their kids might actually try making chocolate milk this way and they'd better start checking the cereal cabinet." Manning, no stranger to the competitive world of beverage marketing, says that chocolate milk consumption rose 23 percent last year and teens and pre-teens are the core drinkers. While the spot's focus on chocolate milk is a new twist for the veritable campaign, the tried-and-true strategy for GOT MILK? will stay the course. "This campaign enjoys unprecedented awareness and longevity," Manning says, "because running out of milk, white or chocolate, will always be funny." The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California. A Spanish language milk campaign has been running in California since 1994. GOT MILK? is a registered trademark and has been licensed nationally since 1995. GOT MILK?: The Book, a history of the campaign written by Jeff Manning, was published by Prima in October 1999. 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