The US Milk Processor Education Program (Milk PEP), which is based in Washington DC and is funded by milk processors, has launched a new generic awareness campaign aimed at the Hispanic population.
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New TV ads, created by SiboneyUSA, were launched earlier this month. The campaign was created to communicate to Hispanics the importance of drinking three glasses of low-fat milk a day. The advertising features two 30-second executions called “Flamenco” and “Superhero”. According to SiboneyUSA, the ads “touch on the value system of Hispanic households and the aspirations of their children”.
In support of the television advertising, MilkPEP has also launched a public service announcement featuring Dr Aliza Lifshitz, underlining the importance of making good beverage choices.
The Milk PEP Board also runs the national Milk Mustache “got milk?” Campaign, a multi-faceted campaign designed to educate consumers generally about the health benefits of milk. The tagline “got milk?” was originally created for the California Milk Processor Board by Goodby Silverstein & Partners.
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By GlobalData
