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Consumers Select the New Face of the California Happy Cows Campaign Through "Audition" Ads.

Cows From Around the World Vie For a Spot to Become the Next California Happy Cow

SOUTH SAN FRANCISCO, Calif., & MODESTO, Calif. -- It's no secret that great milk comes from Happy Cows, and Happy Cows come from California. Cows from around the country and the globe have caught on and will have the chance to audition to become the next California Happy Cow, joining the ranks of Diane, Janice and Sadie. Thanks to the latest advertising campaign from the California Milk Advisory Board (CMAB) and Deutsch LA, consumers can cast their votes online for the cow they deem most worthy of the illustrious Happy Cow title.

In this next phase of Happy Cows advertising for Real California Milk and Real California Cheese, the integrated TV and Web campaign will deliver 10 new TV spots which will act as a series of "audition" commercials. The first four of these 30 second commercials, which debut nationally on October 13, include "wannabe" Happy Cows from all over the world.

For the first time in Happy Cows history, consumers can interact with the campaign and vote online for their favorite cow character at The voting function on the Web site will be live from October 13, 2008 to September 30, 2009, and the aspiring Happy Cow with the most votes will be revealed to viewers online in October 2009.

"The response to the Happy Cows campaign has been remarkable since its introduction eight years ago, and we are thrilled to launch the interactive auditions campaign. Now, consumers will get to choose the next Happy Cow," said Michael Freeman, CMAB Advertising Vice President. "People across the country recognize the Happy Cows, and the new audition campaign will raise awareness of California dairy to a whole new level."

The audition campaign portrays a bevy of unique bovine competitors. There is the super-spunky teenager named Alicia, who is out to prove to her friends and her taunting brother that she can make it as a California babe. And then there's Cajun Jenn, who hails from the heart of the Bayou and is eager to break out from under her dramatic stage mom's overpowering presence. Across the pond, there's Shelby Fogbottom, the English bovine who boasts a royal bloodline and is well versed in proper tea time etiquette who wants the opportunity to leave the fog behind for sunny California pastures.

"It just seemed like the next logical step in a totally illogical world. If the cows are happier in California, then it just seemed to make sense that cows from everywhere else be clamoring to come here," said Eric Hirshberg, President, Chief Creative Officer. "The reality show audition tape format is something everyone can relate to. From American Idol to online dating services, people are used to seeing other people pitch themselves like this. Why would our fictitious bovine friends be any different?"

Deutsch LA developed the Happy Cows campaign concept with the introduction of the Happy Cow commercials in late 2000 and have since been recognized with numerous accolades for the California Milk Advisory Board (CMAB) for raising awareness for California dairy products and the Real California Milk and Real California Cheese seals.

The audition campaign will launch nationally on cable and broadcast network television with four spots on October 13th, 2008. The remaining six spots will air in 2009.

California is the nation's leading milk producer. It also produces more butter, ice cream, yogurt and nonfat dry milk than any other state. Dairy products made with California milk can be identified by the Real California Milk seal, which certifies that the products are made exclusively with milk produced on California dairy farms. The state is the second-largest producer of cheese, which is available nationally under the Real California Cheese seal.

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 nearly 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. For more information on California dairy products, visit
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Publication:Business Wire
Date:Oct 13, 2008
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