Toma Leche California Milk Processor Board - Bruja

The California Milk Processor Board campaign (2008) to persuade Hispanic mothers in California to drink an extra glass of milk a day.

Toma Leche/California Milk Processor Board – Bruja

FIGHTING CRANKINESS ONE GLASS OF MILK AT A TIME

Business Situation and Campaign Objectives

For the last couple of years, the California Milk Processing Board, better known as the “Got Milk?” or “Toma Leche” people, had been advertising to the Hispanic market quite successfully. We had helped them increase both consumption and perception ratings of milk among Hispanics in California with memorable and powerful advertising that consumers loved. And because of this success, we ran into a seemingly insurmountable and quite unexpected roadblock: most California Hispanics were not only drinking milk, but they...

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