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