Football's Most Famous Family Kicks-off 2004 Season with Milk; Archie, Peyton and Eli Manning Suit Up to Become Latest Milk Mustache Celebrities.

WASHINGTON -- Football phenom brothers Eli and Peyton Manning have more to smile about than just sharing NFL quarterback status with their famous dad, Archie. The athletically talented Manning men will be sporting a Milk Mustache this fall. And, as Eli and Peyton kick off this year's NFL season, they'll continue to eat right and make sure milk is part of their daily training table.

The Mannings' ad copy reads: "Growing up, Dad always called the best plays. Like making us drink plenty of milk. It's got 9 essential nutrients we need to play at the top of our game. And with 3 NFL quarterbacks in the family, we'd say it worked out just like he drew it up." The ad will appear in the September 10 issue of USA Today.

Archie, Peyton and Eli consider the calcium and eight other important nutrients found in milk to be an essential part of their diet. "Being a professional athlete requires a lot physically in order to perform well on the football field but the nutrients in milk help give me the added boost I need," says reigning MVP and Indianapolis Colt, Peyton Manning.

The Manning's join the ranks of NFL stars who have also donned a Milk Mustache, including Jake Delhomme, Brad Johnson, Tom Brady, Marshall Faulk, Steve McNair, John Elway, Rich Gannon and Brett Favre.

"We're proud that part of Archie, Peyton and Eli's amazing football legacy is that milk is always on their training table ," says Kurt Graetzer, CEO of the "got milk?"(R)/Milk Mustache campaign.

Combating the Teen Calcium Crisis

Nine out of 10 teen girls and 7 out of 10 teen boys fail to get the calcium they need during this make-it-or-break-it time to build bone mass. The introduction of flavored milk and grab-and-go containers make it even more convenient for teens to get calcium plus the eight other essential vitamins and nutrients their on-the-go bodies need.

For more information on the benefits of drinking milk and to view the new Manning Milk Mustache ad, log onto www.whymilk.com.

The National Milk Mustache "got milk?" (R) Campaign is jointly funded by America's milk processors and dairy farmers: the MilkPEP Board in Washington, D.C., and Dairy Management Inc., Rosemont, Illinois. The goal of the multi-faceted campaign is to educate consumers on the benefits of milk and to raise milk consumption. A series of educational brochures is available by visiting the milk Web site at www.whymilk.com. Lowe is the creative agency for The National Milk Mustache "got milk?" (R) Campaign.

The tagline "got milk?"(R) was created for the California Milk Processor Board by Goodby Silverstein & Partners and is licensed by the national milk processor and dairy producer groups.