Thursday, June 18, 2009

Ode to Milk

SAN CLEMENTE, Calif., June 17 /PRNewswire/ -- Celebrated poets ofall-time like Pablo Neruda and Sandra Cisneros have found inspiration in love, anguish, war and peace. Poems touch the heart, tingle the senses andignite the soul. Sonnets can make people laugh and cry simultaneously. But can they make you drink milk? The California Milk Processor Board (CMPB) -the creator of GOT MILK? and TOMA LECHE - is hoping to do just that with aviral "video poems" campaign targeting bilingual 18 to 24-year-oldHispanics.

"The video poems are laugh-out-loud funny, with a serious message,"says Steve James, executive director of the CMPB. "This is just another wayto connect with young Latinos and to remind them about the health andbeauty benefits of drinking milk."

According to a Scarborough Research report highlighted in a recent NewYork Times article, Hispanics between the ages of 18-34 years old are 21percent more likely to download media content online than other demographicgroups.(1)

CMPB advertising partner Grupo Gallegos produced three 45-second videopoems that are intentionally cheesy, sappy and ironic to illustrate milk'spower to produce strong, healthy teeth, and shiny hair as well as smooth,soft skin. The videos' beauty messages are featured today on socialnetworking sites including Facebook, YouTube, and Quepasa.comwhere Latinos can enjoy and pass them on to family and friends.

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