California Milk Processors Debut Hispanic Advertising

August 10, 2000

The California Milk Processor Board (CMPB), associated with the GOT MILK? campaign, will debut a new Hispanic advertising campaign featuring Latino families and the tag line, "Familia, Amor y Leche" (Family, Love and Milk) beginning Aug. 14. The campaign, which includes two television spots and outdoor boards, will break throughout California at that time.

It’s a program designed to create a more intimate bond between family and milk. "Soft drinks and sports beverages may quench thirsts," said Jeff Manning, executive director of the California Milk Processor Board. "But they don't bring families together like milk. They also aren't much good for making flan or rice pudding."

Unlike previous Hispanic campaigns, CMPB's new approach incorporates Latino males for the first time. Recent studies conducted by the board reinforce the significance of the Latino family and the important role both mothers and fathers play in raising their children.

The studies also revealed that within the Hispanic community, milk-based products often are made and given as an expression of love. The new advertising reflects these findings and was created to appeal to the growing numbers of Latinos in the United States.

In "Dragon-Slayer," a glass of chocolate milk and a father's soothing presence calm a young boy who is having trouble sleeping. In "The Secret," a young, athletic girl discovers, over a glass of milk, that her grandmother is still a champion.

"These milk spots are unique to the Latino market," said Manning. "These commercials not only convey that milk is essential for a healthy body, but also reinforce the strong emotional bond between Latinos and their children."