California's Happy Cows Hit Airwaves in New Commercials.California Milk Advisory Board Debuts Two New Spots This FallSOUTH SAN FRANCISCO South San Francisco, city (1990 pop. 54,312), San Mateo co., W Calif.; inc. 1908. South San Francisco has several industrial parks; its manufactures include medical supplies and equipment, foods, paint, paper products, consumer goods, and clothing. , Calif. & MODESTO, Calif. -- Is it "moo" or "omm"? Poking good-natured fun at a common California stereotype, this is the question posed by a new television advertising campaign featuring California's Happy Cows and a meditating, chanting duck. The new commercials for Real California Milk and Real California Cheese, which debut nationally this fall, portray the latest entertaining adventures of California cows. In the first spot, titled "Meditation," Happy Cows Janice and Diane stumble upon a meditating duck and inform him that his technique is backwards - he needs to reverse his chant chant, general name for one-voiced, unaccompanied, liturgical music. Usually it refers to the liturgical melodies of the Byzantine, Russian Orthodox, Roman Catholic, and Anglican churches and is analogous to cantillation in Jewish liturgical music, Qur'anic chanting to say "moo," not "omm." In the second commercial, titled "Bob," Bob the bull tries out a few shaky lines in French in order to impress the Happy Cows, claiming that he is a French bull. Bob is taken aback when he learns that the multitalented Happy Cows are fluent in French and have seen right through his antics antics Noun, pl absurd acts or postures [Italian antico something grotesque (from fantastic carvings found in ruins of ancient Rome)] antics plural noun . The popular Happy Cows advertising campaign is being expanded to support the new Real California Milk seal nationally. The television advertising will now close with a scene depicting the broad range of dairy products dairy products dairy npl → produits laitier dairy products dairy npl → Milchprodukte pl, Molkereiprodukte pl produced in California and a new tagline: "Great milk comes from Happy Cows. Happy Cows come from California. Make sure it's made with Real California Milk." "We use uniquely Californian storylines to help position our milk as uniquely Californian," explained Eric Hirshberg, Managing Partner and Executive Creative Director, Deutsch/LA. "Our strategy is to create an affinity for California dairy products." Deutsch/LA developed the Happy Cows campaign concept and has been creating the commercials since the campaign began. Since their introduction in late 2000, the Happy Cows commercials have won numerous advertising awards for the California Milk Advisory Board (CMAB CMAB California Milk Advisory Board CMAB Clothing Maintenance Allowance, Basic ) and have been an important part of the Real California Cheese promotional campaign that has increased visibility for California cheeses across the country. The CMAB will continue to promote Real California Cheese, and the cheese seal will continue to appear in advertising. "The Happy Cows ads continue to score high with consumers across the country," said Michael Freeman Michael Roy Freeman (born 9 December 1960, London, England) is a New Zealand chess player. He emigrated to New Zealand in September 1967. He was a pupil at Otago Boys High School, Dunedin from 1974 to 1978. , CMAB Vice President of Advertising. "We know that the spots are definitely creating a meaningful connection with California cheese in the minds of consumers." Freeman notes that research conducted by the CMAB shows that the campaign continues to generate strong results for the industry. This year, the campaign reached an awareness level of 79 percent with women across the country, and reported purchase of Real California Cheese has grown to 26 percent. The new ads will be released in October and aired through a national schedule of cable and broadcast network television. The two new commercials raise the number of Happy Cows ads produced to 22. California is the nation's leading milk producer and also produces more butter, ice cream, yogurt and nonfat dry milk Noun 1. nonfat dry milk - dehydrated skimmed milk dried milk, dry milk, milk powder, powdered milk - dehydrated milk than any other state. The state is the second-largest producer of cheese, which is available nationally under the Real California Cheese seal. For more information on California dairy products, visit www.RealCaliforniaMilk.com. About the California Milk Advisory Board The California Milk Advisory Board (CMAB), an instrumentality Instrumentality Notes issued by a federal agency whose obligations are guaranteed by the full-faith-and-credit of the government, even though the agency's responsibilities are not necessarily those of the US government. of the California Department of Food and Agriculture California Department of Food and Agriculture, which was established in 1919 by the California Legislature,[1] works in partnership with the agricultural industry and other governmental agencies to regulate various aspects dealing with food and agriculture related , is funded by the state's 2,000 dairy families. With headquarters in South San Francisco and Modesto, the CMAB is one of the largest commodity boards in the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. . The CMAB executes advertising, public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most , research and retail and foodservice promotional programs on behalf of California dairy products, including Real California Milk and Real California Cheese. |
|
||||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion