Toma Leche launches new Hispanic ad campaign to reinforce milk’s sleep benefits
Following the positivity message of the “The Master of the Glass Half Full,” the California Milk Processor Board (CMPB), the creator of GOT MILK? and TOMA LECHE (Drink Milk in Spanish), will roll out a new Spanish-language ad campaign starting this week that educates California’s vast Latino population on how drinking milk prior to bed helps achieve proper sleep and in turn, lead to positive dreams.
“Milk has a myriad of health benefits and one of them is quality of sleep,” says Steve James, executive director of the California Milk Processor Board. “Milk has protein rich in tryptophan that can help improve sleep quality, givingfamilies an important nighttime occasion to drink milk.”
According to the National Center for Sleep Disordered Research at the National Institutes of Health (NIH), as much as 40 percent of the U.S. population suffers from insomnia, have difficulty staying and/or falling asleep.1 People who lack proper sleep suffer from sleepiness, irritability and lack of attention span throughout the day.
Produced by Huntington Beach-based advertising partner, Grupo Gallegos, the CMPB will roll out 30-second Spanish-language television spots in California titled ‘Piñata Cars’ and ‘Battle,’ to reinforce that milk consumption is also appropriate for nighttime for restful sleep and positive dreams. All that consumers have to do is open the fridge before going to bed.
Over an original performance of “Ac-cent-tchu-ate the Postive” by Harold Arlen and Johnny Mercer, ‘Piñata Cars,’ opens with what would seem to be a tragic incident: two cars driving towards a head-on collision. Despite the crash, however, the audience is surprised to find out that the vehicles are actually cars in form of piñatas meant to bring joy and gifts to a small town. Even the pain of one child saddened for not getting treats from the crash of piñata cars was immediately bandaged by paramedics as they reward her with a huge birthday cake. Then the spot abruptly cuts to a woman sleeping contently. The audience realizes that the “piñata” cars are all but a positive dream. The commercial then dissolves to a shot of warm milk being poured into a cup and the spot ends with the following text: Sleep Well (Duermes Bien). Dream Well (Sueñas Bien). Drink Milk (TOMA LECHE).
The second spot, ‘Battle’ ironically opens over the song titled “I Love You” performed by the Zombies. The scene starts at a military command center where a group of strategists stand over a geographic map. Then the scene cuts to a general who orders his submarine to shoot, only to surprise children at the nearby beach with a barrage of rubber duckies. The scene then cuts to the enemy command center where the chief officer orders a counter attack, consisting of a shower of cupcakes and clown paratroopers. The final “weapon” is a teddy bear that becomes a balloon cloud. The spot abruptly cuts to a boy in bed sleeping contently with his teddy bear. The audience realizes that the ‘Battle’ is all but a positive dream. The spot then dissolves to warm milk being poured into a cup and ends with the following text: Sleep Well (Duermes Bien). Dream Well (Sueñas Bien). Drink Milk (TOMA LECHE).
“Many Hispanic consumers have learned since childhood from their parents and grandparents that drinking milk can help them sleep,” says James. “These spots serve as a reminder to Latinos that, no matter the age, drinking milk at night makes for restful sleep and positive dreams.”
Supporting the TV campaign will be Spanish-language radio spots in California also starting this week. The campaign will also be supported by digital and social engagement throughout the year.