California Milk Processor Board: Selling health and beauty by the gallon
Grupo Gallegos
Summary
The CMPB had been advertising to Hispanics for quite some time, and the message was getting through. Hispanics were drinking milk in disproportionately large amounts. However, they were also convinced that there was nothing they didn't know about milk.
We knew we had to find a way to surprise Hispanics. We needed them to see milk in a whole different light. After all, Milk had many of the same benefits as other products like sports drinks, health and wellness products, and even beauty aids. So why...