SAN CLEMENTE, CA – It’s not something you’d expect to see at the cosmetic
section at a department store: a milk counter. But it’s precisely what the
California Milk Processor Board (CMPB), the creator of GOT MILK? and TOMA LECHE (Drink Milk), will be introducing starting this week at select shopping centers
near you. The advertiser wants Californians to know that beauty comes from the
inside out and proper nutrition with milk is key to achieving radiant skin and
healthy hair and nails.
“It may come as a surprise to many shoppers,” says Steve James, executive
director of the CMPB. “But sometimes this element of surprise is integral to
changing people’s perception about beauty, and that you don’t have to spend a
fortune to look beautiful. It all starts with drinking milk.”
The GOT MILK?/TOMA LECHE BEAUTY BY MILK counter will provide consumers an
interactive experience where they can learn about the benefits of the “wonder
tonic.” Beauty consultants will be on hand to provide a booklet of tips to keep
skin, hair and nails healthy. Shoppers can relax at a lounge area while being
served milk-based drinks. Guests can also experience a virtual makeover during
their free visit.
“We’ve never done this type of experiential marketing before,” says James. “The
uniqueness of this grassroots outreach and its placement is intended to bring
home the message that consumers just need to open the fridge and grab that good
old fashioned milk for better health and beauty.”
The BEAUTY BY MILK counter is part of a larger advertising campaign by the CMPB.
This year’s campaign focuses on educating consumers that milk is not just about
building strong bones. It has a host of other beauty benefits and this theme
currently runs on English and Spanish-language television, radio and online
advertisements.
To experience the BEAUTY BY MILK counter for yourself, please stop-by at the
following locations throughout the spring:
San Francisco Macy’s Cosmetics Department at Union Square, 170 O’Farrell St.,
San Francisco, March 29 – April 11, 2010 (Regular Store Hours)
San Diego, Horton Plaza – Main Mall Entrance Outside by Macy’s, 324 Horton
Plaza, San Diego, May 5 – May 19, 2010
Santa Ana, Main Place Mall – Macy’s Court, 2800 N. Main St., Santa Ana, May 21 –
June 3, 2010
To learn more about GOT MILK?, visit www.gotmilk.com and to experience the
Spanish-language campaign TOMA LECHE, log on to
www.muchomasqueleche.com.
About the CMPB
The California Milk Processor Board was established in 1993 to make milk more
competitive and increase milk consumption in California. Awareness of GOT MILK?
is over 90% nationally and it is considered one of the most important and
successful campaigns in history. GOT MILK? is a federally registered trademark
that has been licensed by the national dairy boards since 1995. The CMPB’s
Spanish-language campaign began in 1994 using the tagline “Familia, Amor y Leche”
(Family, Love and Milk). The TOMA LECHE (Drink Milk) campaign replaced it in
2006, following a growing trend in Hispanic food advertising that uses wit and
humor to reach audiences. GOT MILK? gifts and recipes can be viewed at
www.gotmilk.com and www.tomaleche.com. The CMPB is funded by all California milk
processors and administered by the California Department of Food and
Agriculture.