GOT MILK? Goes International

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    BERKELEY, Calif., March 18 /PRNewswire/ -- "GOT MILK?" -- the campaign
 that changed the course of the US dairy industry and advertising in this
 country -- has crossed the Atlantic.  Beginning this month, Great Britain's
 Milk Development Council (MDC) -- a generic promotional program for dairy
 farmers in the UK -- will begin offering the GOT MILK? trademark throughout
 England, Wales and Scotland.
     (Photo:  NewsCom:  http://www.newscom.com/cgi-bin/prnh/20040318/LATH025 )
     "GOT MILK? is a powerful call-to-action," said John Taylerson, market
 development manager of the Milk Development Council.  "We think it will add
 great value to our milk marketing efforts."
     It's still early days for GOT MILK? in Great Britain, but the MDC expects
 to begin researching consumer perceptions and potential use at point-of-sale
 within the next few weeks.  "It's a terrific compliment to our other consumer
 marketing programs," continues Taylerson.
     "GOT MILK? has grown into one of the most successful 'brands' in America,"
 says Jeff Manning, executive director of the California Milk Processor Board.
 "Its expansion overseas reinforces that GOT MILK? is a property, not a
 tagline."
 
     About the CMPB
     The California Milk Processor Board was established in 1993 to make milk
 more competitive and increase milk consumption in California.  GOT MILK? is a
 registered trademark and has been licensed nationally since 1995.  A separate
 Spanish-language campaign has been running in California since 1994.  GOT
 MILK? gifts and recipes can be viewed at http://www.gotmilk.com.  The CMPB is
 funded by all California milk processors and administered by the California
 Department of Food and Agriculture.
 
     About the MDC
     The Milk Development Council (MDC) is a Public Body established by the
 Agriculture Minister in Great Britain following the reorganization of the milk
 industry at the end of 1994.
     Its primary purpose is to fund research and development, nutritional and
 educational advice, livestock improvement, the gathering and publication of
 statistics and the generic promotion of milk and dairy products, to improve
 the profitability and competitiveness of Great Britain's dairy farmers.
     The MDC is funded by a statutory levy on all milk sold off farms in Great
 Britain, producing an annual budget in the region of 7.5m pounds sterling.
 
 

SOURCE  The California Milk Processor Board