The PEANUTS Gang Joins the National "got milk?" Campaign to Encourage Everyone to Make Chocolate Milk the Official Drink of Their Halloween

Chocolate Milk is a Nutritious Treat in Disguise - So Delicious, It's Scary

Oct 10, 2011, 10:45 ET from MilkPEP

WASHINGTON, October 10, 2011 /PRNewswire/ -- This Halloween, with the help of Charles Schulz's PEANUTS Gang, the National Milk Mustache "got milk?"® Campaign is encouraging parents to celebrate with the Official Drink of Halloween and treat their little monsters to nutrient-rich lowfat chocolate milk. Chocolate milk is a nutritious treat in disguise – it contains the same essential nutrients found in white milk, with a taste that kids love. Experts agree that most kids need more key nutrients found in milk, and offering chocolate milk is one way to get them to drink more. Studies have shown that kids who drink flavored milk get more of the calcium they need and have better quality diets overall than those who do not drink milk. (1)


"At Halloween and throughout the year, I recommend swapping out sugary soft drinks for nutrient-rich drinks like lowfat milk – whether flavored or white. It has nine essential nutrients growing bodies need – including calcium, vitamin D and potassium, three of the four nutrients of concern for Americans," says Deborah Mulligan, MD, FAAP, spokesperson for the American Academy of Pediatrics (AAP).

The PEANUTS Cast Dons a 'Stache

The PEANUTS Halloween-themed Milk Mustache Ad marks the first time in 15 years that all the main characters have appeared together in a US print advertising campaign. The two iconic campaigns have joined forces to remind parents chocolate milk is a great way to give their kids something nutritious around Halloween. The ad also celebrates the 45th anniversary of the Peanuts Halloween animated classic, "It's the Great Pumpkin, Charlie Brown."

"Milk is an important part of a healthy diet for growing children, so PEANUTS is happy to support the iconic 'got milk?' campaign," said Neil Cole, Chairman and CEO of Iconix Brand Group, which owns Peanuts Worldwide.

The ad showcases the beloved PEANUTS characters dressed in their Halloween best with one very important accessory – their chocolate milk mustaches.  The print copy reads:

Your Trick. Their Treat. This year, milk is dressing up as the perfect Halloween treat: chocolate milk. Its nine essential nutrients make it delicious and nutritious. Scare some up and make it your official drink of Halloween.

It's So Good, It's Scary

At a time when there is often an increased amount of sweets in the house, chocolate milk is one treat that moms can feel good about, and it's good for your kids. Each 8-oz. serving contains a full bundle of nutrients growing kids need.

"Lowfat chocolate milk provides the same nutrition as white milk," Mulligan said. "As a substitute for candy and other sweets, it's a treat you won't have to trick your kids into liking, and it helps teach children about sensible nutrition choices."

This Halloween, pick up some lowfat chocolate milk, serve it at your kids' Halloween bash or create frighteningly fun Halloween-inspired recipes. Visit to learn more about the benefits of lowfat chocolate milk and how to make it part of your Halloween celebrations and beyond.

Visit to learn more about the health benefits of lowfat chocolate milk and how make it part of your Halloween and beyond.


(1) Murphy MM, Douglas JS, Johnson RK, Spence LA. Drinking flavored or plain milk is positively associated with nutrient intake and is not associated with adverse effects on weight status in U.S. children and adolescents. J Am Diet Assoc. 2008; 108:631-639. Study available upon request.

About the National Milk Mustache "got milk?"® Campaign

The Milk Processor Education Program (MilkPEP), Washington, D.C., is funded by the nation's milk processors, who are committed to increasing fluid milk consumption. The National Fluid Milk Processor Promotion Board, through MilkPEP, runs the National Milk Mustache "got milk?"® Campaign, a multi-faceted campaign designed to educate consumers about the health benefits of milk.  For more information, go to Deutsch, A Lowe and Partners Company, is the creative agency for the National Milk Mustache "got milk?"® Campaign.

About Peanuts Worldwide

The PEANUTS characters and related intellectual property are owned by Peanuts Worldwide LLC, a joint venture owned 80% by Iconix Brand Group, Inc. and 20% by members of the Charles M. Schulz family. Iconix Brand Group, Inc. (NASDAQ: ICON) owns, licenses and markets a growing portfolio of consumer brands including CANDIE'S (R), BONGO (R), BADGLEY MISCHKA (R), JOE BOXER (R), RAMPAGE (R), MUDD (R), LONDON FOG (R), MOSSIMO (R), OCEAN PACIFIC(R), DANSKIN (R), ROCA WEAR(R), ZOO YORK (R), CANNON (R), ROYAL VELVET (R), FIELDCREST (R), CHARISMA (R), STARTER (R) and WAVERLY (R). In addition, Iconix owns an interest in the ARTFUL DODGER (R), ED HARDY (R), ECKO (R), MARC ECKO (R), MATERIAL GIRL(TM), and PEANUTS brands. The Company licenses its brands to a network of leading retailers and manufacturers that touch every major segment of retail distribution from the luxury market to the mass market in both the U.S. and worldwide. Through its in-house business development, merchandising, advertising and public relations departments, Iconix manages its brands to drive greater consumer awareness and equity.

About the American Academy of Pediatrics

The American Academy of Pediatrics is an organization of 60,000 primary care pediatricians, pediatric medical subspecialists and pediatric surgical specialists dedicated to the health, safety and well-being of infants, children, adolescents and young adults. For more information, visit