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Article: NEW `GOT MILK?' TACTIC: GOT HEALTH? CALIF. BOARD TRIES BENEFIT MESSAGES; TV SPOTS GO NATIONAL IN SUMMER.
- Article from:
- Advertising Age
- Article date:
- April 19, 1999
- Author:
CopyrightCOPYRIGHT 1999 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The newest ads in the California Milk Processor Board's "Got milk?" campaign add a health message to its successful deprivation strategy.
The TV spots broke in that state last week, and will be adopted by national dairy organizations later this year.
"I've been resisting the health message from the get-go," said Jeff Manning, executive director of the California board, but new research convinced him otherwise.
National research found that if a mother drank milk, her children would drink twice as much milk as the children of non-milk drinking mothers. The study also showed the only reason women ages 25 to 49 drink milk is for the calcium, which ...