SAN CLEMENTE, CA – In a departure from years past, the California Milk Processor Board (CMPB) – creators of GOT MILK? and TOMA LECHE (Drink Milk) – will launch an integrated marketing campaign for a new ‘More than Just Milk’ (Mucho Mas Que Leche) campaign targeting the state’s 13 million Latinos.

“In the past, we’ve mainly focused our advertising efforts in the Hispanic community with the use of TV ads because we found that it was the most effective way to reach a mass audience of Latinos,” says Steve James, executive director of the CMPB. “Hispanics today, however, consume all types of media, not just TV. So the CMPB wants to make sure that milk continues to be top of mind among Latino consumers across all media.”

The CMPB’s latest tracking study shows that 94 percent of Hispanic households in California have milk at home, far surpassing the already-high general market penetration in the Golden State. Research has also shown that this population craves ads that entertain and educate. That’s why CMPB’s Long Beach-based advertising partner, Grupo Gallegos, has produced the ‘More than Just Milk’ campaign – highlighting the many nutritional benefits of milk for promoting healthy teeth, hair, and muscles.

For the 2010 campaign, the CMPB will roll out three brand new 30-second Spanish-language television spots entitled ‘Dentist’ (Dentista), ‘Hair’ (Pelo) and ‘Sports Drink’ (Bebida Deportiva). Cleverly written, the ads show that milk is more than just a beverage. It helps prevent cavities, produces strong, healthy, shiny hair and rebuilds muscles.

Supporting the campaign will also be a brand new Web site, as well as magazine wraps for People en Espanol, which will be distributed at family doctor’s offices highlighting beauty and health benefits of milk starting June 2010.

“We need to be everywhere,” says James. “Hispanic consumers are longtime, loyal milk drinkers and our hope is that by providing them information about the various benefits, milk will continue to be the beverage of choice for the entire family.”

The organization’s Hispanic PR work has long been represented by L.A.-based RL Public Relations.

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