CMPB Rolls Out Integrated ‘Toma Leche’ Campaign

This year, the California Milk Processor Board (CMPB), creator of the highly successful “Got Milk?” and “Toma Leche” (“Drink Milk”) promotions, will launch an integrated advertising campaign comprising multiple media touch points as part of its “More than Just Milk” (Mucho Mas Que Leche) initiative aimed at Hispanics.

“In the past, we’ve mainly focused our advertising efforts in the Hispanic community with the use of TV ads, because we found that it was the most effective way to reach a mass audience of Latinos,” explained CMPB executive director Steve James. “Hispanics today, however, consume all types of media, not just TV. So the CMPB wants to make sure that milk continues to be top of mind among Latino consumers across all media.”

According to CMPB,s latest tracking study, 94 percent of Hispanic households in California have milk at home, far surpassing the already high general market penetration in the state. To meet its target consumer’s desire for promotions that entertain and educate, CMPB and its Long Beach-based advertising partner, Grupo Gallegos, come up with More than Just Milk, which spotlights the nutritional benefits of milk in regard to healthy teeth, hair and muscles.

To that end, for the 2010 campaign, the CMPB will introduce three 30-second Spanish-language television spots: “Dentist” (“Dentista”), “Hair” (“Pelo”) and “Sports Drink” (“Bebida Deportiva”). The first debuted last week, while the others will air for the first time in March and May, respectively.

“Many Hispanic consumers know that the calcium in milk produces strong bones,” noted James. “But these very same Latinos may not know the other benefits. These new Spanish-language ads are ingeniously produced to not only surprise, but also to educate consumers and to give them another reason to drink milk.”

Supporting the TV campaign are Spanish-language radio spots in California. The campaign additionally offers a new Web site, along with magazine wraps for People en Espanol, which will be distributed at family doctors’ offices beginning in June.

“We need to be everywhere,” observed James. “Hispanic consumers are longtime loyal milk drinkers, and our hope is that by providing them information about the various benefits, milk will continue to be the beverage of choice for the entire family.”

Funded by all California milk processors and administered by the California Department of Food and Agriculture, the San Clemente, Calif.-based CMPB was established in 1993 to make milk more competitive and increase milk consumption in California. The board’s Spanish-language campaign began in 1994 with the tagline “Familia, Amor y Leche” (Family, Love and Milk), and was replaced by Toma Leche in 2006.
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