Milk Board ‘Working Realities’ Of California Latinas.

The California Milk Processor Board (CMPB), creator of the GOT MILK? campaign, will launch two new spots which explore the issues facing working Latinas. These will run as part of the Board’s long-standing “Familia, Amor y Leche” (Family, Love & Milk) campaign. The ads started May 27th, 2002, in California on the Telemundo and Univision networks. They will then be made available for use by dairy groups nationally.

“New Economy” confronts the reality that today’s families often can’t afford everything they want and it’s mom’s job to manage her family’s budget. “New Economy” features a Latina mother and two young children in a supermarket. Their shopping cart is filled with items such as lettuce, red cabbage, bananas and cooking oil. As they go through the aisles, the children scoop up various, “less than crucial items” and beg mom for them. Their mother replies that they need to spend their money on more important things…like milk. When the children plead for her to buy an expensive three-milk cake, she says “No”‘ but adds, “we’ll make it at home, so let’s get more milk!”

“Working Mom” depicts the incredible stress that working parents face getting their kids fed and out the door in the morning. “Working Mom” opens on a child’s bedroom on a typical school morning. Mom is desperately trying to dress her young son as he wriggles to avoid her, making a game out of it. The scene cuts to the kitchen where we meet…surprise, surprise…the other twin. Mom is filling cereal bowls and making milk smoothies for breakfast. The spot ends with mom saying “the only way I can feel okay about them at the end of the day is if they’ve had lots of milk.” Both spots end with the “Familia, Amor y Leche” tagline.
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According to Jeff Manning, executive director of the CMPB, “These commercials portray the realities Latinas face every day and how milk helps them cope effectively as working women and moms.” “No other beverage could possibly occupy this advertising ground.”

The new ads mark a strategic evolution in the popular “Familia” campaign, which celebrates the bonds of milk and family in Hispanic life. Previously commercials featured Latinas in a more traditional role as homemaker. The Spanish language campaign launched in 1994 and includes both television and outdoor billboards.

“I applaud these new ads because they portray positive images of Latinas and the realities of today’s working families,” says Ana Sauceda, TELACU Education Foundation Vice President. “These, and the Milk Board’s recent ads featuring Latino fathers, are significant and important steps.”