SODA AND BEER "STEP ASIDE" - "GOT MILK?" IS INVADING YOUR TERRITORY; This Year's First Releases in the Award- Winning "GOT MILK?" Campaign Explore Milk Appeal in Traditional Beer and Soda Settings.BERKELEY, Calif.--(BUSINESS WIRE)--March 21, 1996--The California Milk Processor Board (CMPB CMPB - Central Manpower Base (Singapore)) will launch a new series of ads on March 25 in California to ask viewers to reach for milk in non-traditional milk settings. Set in an airplane and in a romantic interlude interlude, development in the late 15th cent. of the English medieval morality play. Played between the acts of a long play, the interlude, treating intellectual rather than moral topics, often contained elements of satire or farce. The form developed in Italy as the intermedio and intermezzo, in France as the entremet or intermede and as the entrée, which involved only dance. at home, the new "GOT MILK?" spots use humorous scenarios to illustrate how milk can enhance partner foods more than other traditional beverage alternatives such as soda and beer. "Airplane", the first of a four-ad series, will be launched on March 25 during the Academy Awards. "Refrigerator Love" will be launched later that week. "We're exploring new options for milk with our two new ads," said Jeff Manning, Executive Director for CMPB. "We selected the airplane and romance scenarios to get consumers to select milk where they would usually think of another beverage." "GOT MILK?" is adding heat to the beverage wars and enjoying increased consumer awareness in the process. The California campaign exceeded 90% awareness levels in January 1996. The year-long "GOT MILK?" television advertising campaign is estimated at $13 million for California. In 1995, estimated California television spending for regular Coca-Cola was $8.3 million and $9.7 million for Budweiser. The Board plans to continue the success of "GOT MILK?" by expanding upon its award-winning campaign with a launch of two additional new general market spots, three new Hispanic market spots and four youth-focused spots in 1996. All spots are available for national use through a licensing agreement with national dairy groups. The California Milk Processor Board operates under the California Department of Food and Agriculture. Currently the Board is running a series of "GOT MILK?" television and radio commercials and billboard advertisements, showcasing humorous situations where people find themselves without milk -- just when they need it. CONTACT: Hill and Knowlton Inc. Erica Amestoy, 714/752-1106 or CMPB Jeff Manning, 510/883-1085 |
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