MilkPEP launches 'got milk?' campaign for Hispanics
January 29, 2007
by Eric Schroeder
NEW YORK — The Milk Processor Education Program (MilkPEP) has launched a new television advertising campaign that aims to communicate to Hispanics the importance of drinking three glasses of low-fat milk a day.
The campaign, which was created by Hispanic communications agency SiboneyUSA, features two 30 second ads and uses Hispanic talent to encourage moms to give their children three glasses of low-fat milk per day. Titled "Flamenco" and "Superhero," the two ads touch on the value system of Hispanic households and the aspirations of their children. The ads will air in spot markets on Univision, Telefutura, Telemundo, Azteca, and be seen year-round.
In support of the television advertising, MilkPEP also launched a public service announcement featuring the latest Hispanic got milk? milk mustache celebrity. As a role model for Hispanic moms, TV personality and anchor of Telemundo’s "Al Rojo Vivo," Maria Celeste Arraras, is featured in a print ad, scheduled to run in key Hispanic national women’s titles.
The 2424leche.com web site has been revamped to include essential information for Hispanics on the importance of wisely selecting the beverages they consume.