GOT MILK? Drives Chocolate Craving in New TV Ad; :30 Spot Aimed at Teens Breaks March 9

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    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