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California's Happy Cows Hit Airwaves in New Commercials.

California Milk Advisory Board Debuts Two New Spots This Fall

SOUTH SAN FRANCISCO, 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 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.

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 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) 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, 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 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 of the California Department of Food and Agriculture, 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. The CMAB executes advertising, public relations, research and retail and foodservice promotional programs on behalf of California dairy products, including Real California Milk and Real California Cheese.
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Publication:Business Wire
Date:Oct 1, 2007
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