New Milk Mustache Ad Capitalizes On Recounts to Spread the Message.

Business Editors/Health & Nutrition Writers

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WASHINGTON--(BUSINESS WIRE)--Nov. 17, 2000

New Ad Reminds Americans to

Count Up Nutrients in Milk For Good Nutrition

From ballots to nutrients, the got milk?(R)/Milk Mustache campaign is reminding Americans to count up the facts. During this unprecedented presidential election, milk is the best choice for good nutrition with a tally of nine essential nutrients in every glass.

The ad, featuring a lone milk-mustachioed lip and election button, debuts in USA Today and Time magazine on November 20. Copy for the ad reads:

Nine Essential Nutrients. (We recounted them just to be sure.)

Want to win? Milk has nine essential nutrients active bodies need.

Which means you'll come out ahead. Every time.

"With all eyes on the presidential election, we thought it would be fun to add our own bit of tongue-in-cheek humor," said Kurt Graetzer, CEO of the Milk Processor Education Program. "This ad does a great job of reminding people about the importance of good nutrition in a way that's sure to get their attention."

The National Academy of Sciences reports that most adults need at least 1,000 milligrams of calcium per day to help maintain bone strength, the equivalent of drinking at least three 8-ounce glasses of milk.

"While the nature of the ad is funny, the reason behind it is serious," said Linda Racicot, executive vice president of domestic marketing for Dairy Management Inc.(TM). "On average, adults are drinking only about one glass of milk a day, falling way short of the recommended three and putting them at risk for developing osteoporosis. We're taking every opportunity to spread the word that good nutrition is a winner."

Count it up - three glasses a day, nine essential nutrients. That's a wide margin in favor of good nutrition to help bones stay strong and benefit active bodies.

The `got milk?(R)' milk mustache 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 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. "got milk?(R)" was created and is owned by the California Milk Processor Board.

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