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Ubermodel Gisele Hits the Beach Wearing a Towel and Milk Mustache; Latest Milk Mustache Ad to Debut in 2001 Sports Illustrated Swimsuit Issue.

Business Editors, Entertainment Writers

NOTE TO MEDIA: Photo available on BW PhotoWire/AP PhotoExpress, NewsCom, PressLink and on Business Wire's Web site at www.businesswire.com

WASHINGTON--(BUSINESS WIRE)--Feb. 13, 2001

Today, Gisele Bundchen steps off the runway and onto a sandy beach wrapped in a towel to sport the universal symbol of milk lovers -- the milk mustache. In her new ad, Gisele reminds men that one in five victims of the bone-crippling disease osteoporosis is male. Osteoporosis, a bone thinning disease, affects more than 28 million Americans and can strike at any age.

The new ad featuring a milk-mustachioed Gisele debuts in the famous and much-anticipated annual Sports Illustrated Swimsuit Issue, which goes on sale February 16.

The ad copy reads:

Weak in the knees? Want strong bones? One in five victims of osteoporosis is male. And the calcium in lowfat milk can help prevent it. There, now you really can say you bought this magazine for the articles.

"For many men, the Sports Illustrated's Swimsuit Issue is the most anticipated magazine to hit the shelf or mailbox every year," said Kurt Graetzer, CEO of the Milk Processor Education Program. "This attention-grabbing photo of one of the most beautiful women in the world wearing a milk mustache is a great way to reach millions with the important health message that men can fall victim to osteoporosis if they don't get enough calcium in their diet."

The annual Sports Illustrated Swimsuit Issue, which has delighted fans each winter for more than twenty-five years, is the magazine's biggest seller.

According to the National Academy of Sciences, adults aged 19-50 should get at least 1,000 mg of calcium each day, the equivalent of drinking at least three, 8-ounce glasses of milk. The calcium in milk helps to maintain bone strength and helps prevent osteoporosis, which is responsible for more than 1.5 million fractures annually.

The 'got milk?(R)' Milk Mustache marketing 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 Education 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.

Note: A Photo is available at URL:

http://www.businesswire.com/cgi-bin/photo.cgi?pw.021301/bw1
COPYRIGHT 2001 Business Wire
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2001, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Publication:Business Wire
Geographic Code:1USA
Date:Feb 13, 2001
Words:455
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