The California Milk Processor Board, Berkeley, Calif., will spend $6.1 million on a new iteration of its "Got milk?" campaign breaking today in California. For the first time, the board blends the topic of health benefits into the advertising. In one humorous spot from Goodby
, Silvestein & Partners, San Francisco, children, who refuse to drink milk following the advice of an elderly neighbor, see his arms fall off. In a second spot, a TV chef pops a habanero, a very hot pepper, into his mouth and goes up in smoke when his glass of milk is taken away.
Copyright April 1999, Crain Communications Inc.