SAN CLEMENTE, Calif. — With more than 13.5 million(1) Hispanics in California
who consume various types of media from television and radio to print
publications and Web sites, it is only wise that advertisers extend their media
reach to make sure this fastest growing group in the Golden State gets their
message. This year, the California Milk Processor Board (CMPB) the creator of
GOT MILK? and TOMA LECHE (Drink Milk) will launch an integrated advertising
campaign that will involve multiple media touch points as part of its ‘More than
Just Milk’ (Mucho Mas Que Leche) campaign.
“In the past, we’ve mainly focused our advertising efforts in the Hispanic
community with the use of TV ads because we found that it was the most effective
way to reach a mass audience of Latinos,” says Steve James, executive director
of the CMPB. “Hispanics today, however, consume all types of media, not just TV.
So the CMPB wants to make sure that milk continues to be top of mind among
Latino consumers across all media.”
The CMPB’s latest tracking study shows that 94 percent of Hispanic households in
California have milk at home, far surpassing the already-high general market
penetration in the Golden State. Research has also shown that this population
craves ads that entertain and educate. That’s why CMPB’s Long Beach-based
advertising partner, Grupo Gallegos, has produced the ‘More than Just Milk’
campaign highlighting the many nutritional benefits of milk for promoting
healthy teeth, hair, and muscles.
For the 2010 campaign, the CMPB will roll out three brand new 30-second
Spanish-language television spots entitled ‘Dentist’ (Dentista), ‘Hair’ (Pelo)
and ‘Sports Drink’ (Bebida Deportiva). Cleverly written, the ads show that milk
is more than just a beverage. It helps prevent cavities, produces strong,
healthy, shiny hair and rebuilds muscles. In short, Latinos don’t need to
purchase expensive products to attain these beauty benefits. All they have to do
is open the fridge.
The first spot, ‘Dentist,’ which launches today in Spanish-language TV in
California, opens with a little girl sitting in a medical office being examined
by her dentist. Then a voice over follows: “Beautiful teeth. Strong teeth.
Healthy teeth all-year long. Presenting a product that has it all, that fights
for you.” While audiences may think this is a commercial for a new toothpaste,
we quickly cut to a carton of milk in a fridge. The voice over continues,
“Presenting: Milk. Its calcium helps produce strong teeth and prevents
cavities.” The ad ends with the ubiquitous tag line, “TOMA LECHE.”
On March 22nd, the CMPB will roll out “Hair,” where audiences will find a
beautiful woman with long, healthy hair walking in the forest. With the wind
blowing her beautiful, shiny hair in an almost magical way, viewers will
automatically believe they are looking at a shampoo commercial. Once again, a
voice-over announces a product for creating beautiful, healthy hair and rather
than a product shot for a new brand of shampoo, we instead cut to our carton of
milk. The spot is tagged with a voice over, “The proteins in milk help your hair
look healthier and stronger,” and the familiar tag, “TOMA LECHE.”
Finally, on May 17th, the CMPB will highlight the milk benefits of chocolate
milk for muscle recovery in an ad entitled, ‘Sports Drink.’ The spot is a
beautiful montage of various scenes of athletes practicing their craft: from
boxing to basketball to volleyball and gymnastics. What appears to be a classic
sport beverage commercial surprises audiences when they realize that the
beverage that keeps the athletes going and strong is chocolate milk. A study in
the International Journal of Sports Nutrition and Exercise Metabolism shows that
when chocolate milk is consumed 30 minutes after practice, athletes’ muscles
recovered better and more quickly when compared with other commercial sports
drinks.
“Many Hispanic consumers know that the calcium in milk produces strong bones,”
says James. “But these very same Latinos may not know the other benefits. These
new Spanish-language ads are ingeniously produced to not only surprise, but also
to educate consumers and to give them another reason to drink milk.”
Supporting the TV campaign will be Spanish-language radio spots in California
starting Feb. 18th. The campaign will also feature a brand new Web site, as well
as magazine wraps for People en Espanol, which will be distributed at family
doctor’s offices highlighting beauty and health benefits of milk starting June
2010.
“We need to be everywhere,” says James. “Hispanic consumers are longtime, loyal
milk drinkers and our hope is that by providing them information about the
various benefits, milk will continue to be the beverage of choice for the entire
family.”
To view the new TOMA LECHE spots and to learn more about the “More than Just
Milk” campaign, visit www.tomaleche.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.
(1) California Quick Facts. U.S. Census Bureau. Web.
http://quickfacts.census.gov/qfd/states/06000.html
Source:
California Milk Processor Board