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Bad boy Dennis Rodman makes good by sporting the milk mustache.

WASHINGTON--(BUSINESS WIRE)--Dec. 23, 1996--

Outrageous Basketball Star Latest Celebrity To Join Campaign

While his methods may be unconventional, NBA sensation Dennis Rodman is committed to keeping his body healthy. The rebounder extraordinaire will join the milk mustache campaign this January and share his personal testimonial on why milk is an essential part of his diet.

Rodman's milk mustache ad says his body is a temple and milk is the drink of the gods. The ad also reminds Americans that on average, people should be drinking three glasses of milk a day to get the calcium they need. Rodman's ad copy reads:

Three glasses a day give the average man all the calcium he needs. Maybe I should drink six.

So why is Rodman becoming a part of the milk mustache campaign? In the upcoming February issue of Interview Magazine Rodman says, "Well, what I do, as far as an endorsement is concerned, I do because it's my way -- because it's fun and because it's something I believe in personally. I mean, I eat, sleep and drink milk."

Kurt Graetzer, executive director of the Milk Processor Education Program says, "Dennis Rodman really commands attention and is an extraordinary athlete. By joining the milk mustache campaign, Rodman reinforces the positive message that milk is important to everyone's diet, including the diet of a world class athlete like Rodman."

Three A Day

While Rodman's ad copy says to drink three glasses of milk a day, here's why it's important. According to the National Institutes of Health, the average person needs at least 1,000 milligrams of calcium per day to help maintain bone strength. Three glasses of milk a day help meet this recommended daily allowance for calcium, and also provide eight other important nutrients including protein which helps muscles function properly.

Three Hair Colors

Known for changing his hair color on a regular basis, the new Rodman milk mustache ad reflects his chameleon-like quality. Rodman appears in February magazines sporting either red, yellow or green hair.

The three different hair color Rodman ads are the theme of a milk Web site contest -- the "Milk, Where's Rodman's Hair?" magazine contest. During the month of January, the contest challenges people to spot the Rodman milk mustache ad and identify what color hair he is sporting in each February magazine. People can log onto the milk Web site at http://www.whymilk.com to submit their entry. To be eligible to win, a magazine must be correctly identified as carrying either the red, yellow or green milk mustache ad.

All winning entries will be eligible for a random drawing to win two roundtrip tickets to Chicago to see Rodman strut his stuff. Entries will be accepted through the Web site at http://www.whymilk.com through February 28, 1997. The first 100 correct respondents will receive a limited edition Dennis Rodman milk mustache poster.

The "Milk, Where's Your Mustache?" campaign was developed under the guidance of the National Fluid Milk Processor Promotion Board, an organization funded by U.S. Milk processors. This multi-faceted education program was initiated to change attitudes and correct misconceptions about milk and increase milk consumption. A series of educational booklets are available free by calling 1-800-WHY-MILK or by visiting the new Milk Web site at http://www.whymilk.com/ .

CONTACT: Bozell Public Relations

Rebekah White, 312/988-2176
COPYRIGHT 1996 Business Wire
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1996, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Publication:Business Wire
Date:Dec 23, 1996
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