LACTAID @ La Agencia de Orci.

In efforts to maximize its relationship with its consumers, LACTAID Milk is amplifying Hispanic marketing efforts with its recent selection of La Agencia de Orci as its Hispanic agency of record. La Agencia de Orci will execute a “surround-sound” Spanish-language advertising campaign for LACTAID Milk that will include TV, radio and magazine ads. The ads are scheduled to break the first quarter of 2004 and will run throughout the year.

LACTAID Hispanic Advertising effort includes:

* One television spot, “Group Therapy” with two iterations: :30 second spot and :15 second spot

* First of the two television ads breaks on Monday, March 22, 2004

* Two print ads, “Hairdo” and “Purses,” that will run in May 2004 issues of key Hispanic women’s publications

* Aggressive radio initiative starts at the end of April 2004

* The television ad will air on network television in the second and fourth quarter of 2004 and in spot markets in Q3. The spot markets are NY, Miami, Chicago, Los Angeles, San Diego and Houston.