SiboneyUSA wins Silver Award for 2006 ‘Hispanic got milk?’.

SiboneyUSA won a silver award for their work on the Hispanic got milk? publicity campaign. With over 930 entries submitted from around the world, The Mercury Awards honor and recognize the best in public relations and communications. The winners will be recognized at a ceremony that will take place March 29th at the historic Union League Club in New York City.

The overall objective of the 2006 Hispanic got milk? campaign was to communicate to Hispanics the importance of drinking 3 glasses of low-fat or fat-free milk every 24 hours, as part of a reduced calorie diet and exercise plan, as a healthy and effective way to lose weight. The 2006 Hispanic milk mustache celebrities included the morning show hosts of the top-rated morning show on Hispanic TV, Despierta America, and Sofia Vergara, star of the new hit show on ABC “The Knights of Prosperity”. The Hispanic program also included the Wake Up to Weight Loss PR effort, which reminded Hispanic consumers that breakfast is the most important meal of the day. The grassroots component consisted of the Milk Mustache Mobile tour, which visited the top eight Hispanic markets, and allowed consumers to meet with famed nutritionist and author of “Gordito Doesn’t Mean Healthy”, Claudia Gonzalez. For Hispanic Heritage month, got milk? honored and celebrated the flavors of Hispanic culture with the launch of Sabor Latino, an innovative virtual recipe book which included healthy alternatives to Latino cooking from 9 different cultures and that is currently downloadable from www.2424leche.com. The program closed off the year with the Mother/Daughter summit which through the acclaimed Hispanic doctor, Dr. Aliza Lifshitz, expanded on the influence that moms have on their daughter’s healthy eating habits.

“We are honored to have received this award and to have been a part of the successful positioning of the got milk? brand into an icon in the Hispanic market,” said Carla Mercado, General Manager. “We look forward to continuing to develop successful cutting edge public relations campaigns for our clients,” she added.

This public relations program is part of an integrated marketing communications plan which also includes advertising, promotions, and online to connect with Hispanic moms through multiple touch points. Yielding very positive results, this campaign has contributed to driving milk sales among this growing and important population segment. The national Hispanic got milk? Campaign has been managed by SiboneyUSA/New York since 2000.

Celebrating its 20th anniversary, the Mercury Awards are presented by the international Academy of Communications Arts and Sciences. Winners were chosen from over 290 categories and classifications, honoring creativity, originality, determination, functionality, and smart thinking.