The "milk mustache" campaign is finding a new way to reach women via the Internet and a partnership with iVillage. The milk processors' MilkPEP and Bozell Worldwide, New York, are bringing the equity of the campaign to the "Community Challenge" program on iVillage.com: The Women's Network
. The co-branded effort will address women's needs for calcium and how they should drink at least three glasses of milk a day. Included is a four-week "Drink 3 Challenge" to help encourage women to drink milk.
Copyright August 1999, Crain Communications Inc.