Holy mustache, Batman! Now you're drinking milk!

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Superman and Batman are next up in the heroic effort to drive milk sales.

DC Comics and Warner Bros. Consumer Products are aligning their superheroes with the National Fluid Milk Processor Education Program and Dairy Management Inc. for a yearlong ad and promotional campaign.

The $2 million partnership kicks off with the debut of Superman and Batman bearing the now-famous milk mustaches in April through July issues of about 20 kid and teen magazines, including Electronic Gaming Monthly, Skateboard and Sports Illustrated for Kids. Superman also will be featured on billboards beginning in May. Bozell, New York, handles.

Warner Bros. is custom publishing a 36-page magazine, entitled Adventures With the DC Super Heroes, that will be distributed free with the purchase of 2 gallons of milk in more than 15,000 supermarkets nationwide. The magazine features nine milk mustache ads-including the new Batman and Superman executions-along with articles, puzzles, games and recipes using milk.


To attract moms, the magazines will be wrapped with $100 in coupons for products from Warner Bros. and its tie-in partners, such as Best Western International and Fruit of the Loom.

Warner Bros. has developed a 6-foot flying Superman for point of purchase to announce the magazine offer and highlight an "Adventure of a Lifetime Sweepstakes." Three sweepstakes winners will win fantasy trips, including an Adventure in Gotham City-a trip to the Warner Bros. Studios in Burbank, Calif., where the winner will be animated into an episode of "Batman." DC Comics Adventure Packs will go to 1,000 first-prize winners.

A special Web site (dcmilk.com) also offers kids a chance to build their own site with Superman, Batman or Wonder Woman and links to whymilk.com and Warner Bros.' acmecity.com.

"DC Comics reaches a lot of kids and teens, and for milk that connection is important, especially as we look to deliver a healthy growth image," said Peter Gardiner, managing partner and media director at Bozell.


Bozell has worked in the past with partners from Nickelodeon to Time Inc.'s Life on custom-published magazines, a model Mr. Gardiner said, "works in-store to create incremental purchase."

For Warner Bros., the custom-published magazine is a first, though the DC Comics unit has developed a variety of specialized comic books for partners.

"The magazine takes our superhero characters and puts them where millions of moms and dads visit, and I think it will sell a lot of milk," said Joel Ehrlich, senior VP-DC Comics and Warner Bros. promotion and advertising.

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