That's the strategy behind the milk industry's "Year 2000" campaign integrating dairy farmers' and processors' $186 million ad budget.
The campaign, still under wraps, represents the first TV work on the account by Bozell Worldwide, New York, the creator of the "milk mustache" effort that ran exclusively in print.
DON'T DO WITHOUT
"It will use fun situations about things like how bones are made strong," said MilkPEP CEO Kurt Graetzer.
The Bozell ads will humorously project the chaotic results of what will happen to consumers without milk's nutrients.
"It's about what the absence of milk will cause you not to achieve," said an industry executive.
The spots were previewed to a milk industry group earlier this month in animatic form.
The ads carry the "Got milk?" tag first penned by Goodby, Silverstein & Partners, San Francisco, which handles that campaign for the California Milk Processor Board.
"We need to give people specific reasons to drink milk," said Mr. Graezter.
Several executions are planned-aimed at different target groups, including kids, teens and women-pointing up different consequences of not drinking milk, from osteoporosis to low bone-mass density.
Print ads still will carry the famous "milk mustache" that's been the hallmark of the campaign via MilkPEP. But that celebrity-driven effort will be amended with what was described as "bolder" nutritional messages, such as "Wanna grow?" and "Want strong bones?"
PERIODIC CELEBRITY ENDORSEMENTS
Celebrities may also show up sporadically in the TV effort, which was tested in May and June. It will break nationally in the third quarter, not long after the start of the industry's first national sales meeting Aug. 23.
About 60% of the group's $100 million media budget went to print last year, with the remainder in TV.
In 2000, "we will be much more even on the split," said Mr. Graetzer.
The combined media heft of the groups is producing a small sales lift, according to U.S. Department of Agriculture figures cited by MilkPEP and DMI. Total milk sales through April were up 0.8% from the prior year.