Monday, February 22, 2010

Milk Board Launches 'Mucho Más Que Leche'

The California Milk Processor Board, the state-market trade group that created the original "Got Milk" campaign, is launching an iteration of its four-year-old California-focused Hispanic-market "Toma Leche" (drink milk) campaign. The new effort, which carries the theme "More than Just Milk" (Mucho Más Que Leche), is the board's biggest Hispanic-market effort to date. It is also the first that uses radio ads.

The campaign, by Long Beach, Calif.-based Grupo Gallegos, touts the nutritional benefits of milk with three 30-second Spanish-language spots: "Dentist" (Dentista), "Hair" (Pelo) and "Sports Drink" (Bebida Deportiva). The first two set up a conceit suggesting the product is toothpaste and shampoo, respectively.

In the first, a little girl is being examined by her dentist when suddenly, animated teeth begin dancing about the office to the surprise of the dentist, his assistant and the patient, singing about the virtues of beautiful, healthy teeth: "Beautiful teeth. Strong teeth. Healthy teeth all-year long. Presenting a product that has it all, that fights for you." Cut to a carton of milk in a fridge. "Presenting milk," says the voiceover, "Its calcium helps produce strong teeth and prevents cavities."

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