Britney Spears Wants Milk "One More Time"; 100th Celebrity Milk Mustache Ad is Celebrated by Sponsorship of Mega Concert Tour.

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WASHINGTON--(BUSINESS WIRE)--March 8, 2000

Teen sensation Britney Spears is "driving her fans crazy" just one more time by posing for her second Milk Mustache ad as the 100th Milk Mustache celebrity to appear in the famed "got milk?"(R)/Milk Mustache campaign.

Debuting in New York Times Upfront on March 27, Britney Spears' fans may think they're seeing double. From a tutu to leather pants, the ad compares a milk-drinking Britney as a young child working hard to start her career AND to build strong bones, to a growing teenager approaching adulthood and the top of the charts. Her milk mustache ad copy reads, "Grow up. 15 percent of your height is added during your teen years and milk can help make the most of it."

"It's especially crucial for teens to bone-up on calcium during the teen years because their bones are in one of their most active growth phases," said Linda Racicot, executive vice president of domestic marketing for Dairy Management Inc(TM). "Featuring Britney drinking milk as a young girl and as a teenage star will help illustrate to all teens the important role milk needs to play in their diets from childhood to adulthood."

Milk and Britney Hit the Road On Summer Tour

In celebration of Spears as the 100th ad and the growing status of the "milk mustache" since the campaign kicked off in 1995, the "got milk?"(R)/Milk Mustache campaign is also partnering with Spears, one of the biggest names in the music industry, to sponsor her sold-out "You Drive Me Crazy" concert tour to help combat the teen calcium crisis.

Kicking off in Pensacola, FL on March 8, the Britney Spears "You Drive Me Crazy" concert tour will allow teens to catch a special behind-the-scenes video of Britney at the Milk Mustached photo shoot during the making of the new ad. At select cities on the "You Drive Me Crazy Tour," teens can sport milk mustaches and pose with a cutout of Britney and other milk mustache celebrities, walking away with a free mustache photo of themselves and all their friends.

"We're so pleased to have Britney as the 100th ad. Britney is wonderful to work with and being able to sponsor her concert tour is a great way to reach thousands of teens in 75 cities across the country," said Kurt Graetzer, CEO of the Milk Processor Education Program. "Sponsoring the `You Drive Me Crazy Tour' is a great way to keep milk top of mind for Britney and all her fans."

Since her debut album in 1999, Spears has catapulted into stardom. Not only has she landed at the top of the charts, she has become one of today's hottest teen idols. In recognition of her superior singing and show-stopping moves, Spears recently was named Favorite New Artist at the American Music Awards.

Not many 18-year-olds are household names, but calcium plays just as big a role in Britney's diet as any other teen. Nearly nine out of 10 teen girls and almost seven out of 10 teen boys don't meet their daily recommended calcium intakes. The National Academy of Sciences recommends teenagers consume at least 1,300 mg of calcium a day, the equivalent of at least four glasses of milk.

For more information on the "got milk?"(R)/Milk Mustache campaign, log on to www.whymilk.com.

The got milk?(R)' Milk Mustache marketing campaign is jointly funded by the nation's fluid milk processors and America's dairy farmers. The multi-faceted campaign was initiated to educate consumers and correct misconceptions about milk. A series of educational brochures for consumers is available by calling 1-800-WHY-MILK or by visiting the milk Web site at http://www.whymilk.com `got milk?(R)' is licensed by Dairy Management Inc.(TM) (DMI) and the National Fluid Milk Processor Promotion Board. DMI and state, regional and international organizations manage the American Dairy Association(R), the National Dairy Council(R) and the U.S. Dairy Export Council(R).

The MilkPEP program was developed under the guidance of the National Fluid Milk Processor Promotion Board, an organization funded by U.S. milk processors.

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