GOT MILK? gets Regal With Miss Universe.

The “got milk?” Hispanic advertising campaign kicks off the New Year by featuring the reigning Miss Universe and with research that shows increased recognition for the National “got milk?” Milk Mustache Campaign among Latinos.

According to recent ad tracker research[1], 60 percent of Hispanics polled reported unaided recall of the campaign in 2003, up from 52 percent in 2002 (an increase of 15 percent). Before this dedicated Hispanic campaign began in 2001, unaided awareness of the “got milk?” milk mustache ads reached only 28 percent.

“The positive impact of this campaign keeps growing,” said Kurt Graetzer, CEO of the Milk Processors Education Program (MilkPEP). “The Hispanic community continues to be receptive to our messages because we are committed to reaching this growing population in ways that are meaningful and culturally relevant.”

A Beautiful Milk Mustache

Amelia Vega appears in a “got milk?’ mustache print ad placing her Miss Universe tiara on mom, Patricia Polanco, a former beauty queen. The 6 ft. 1-inch, Dominican beauty joins the ranks of Hispanic celebrity moms such as Myrka Dellanos, Olga Tañón and Lili Estefan who have starred in milk mustache “got milk?” print ads.

In the Spanish-language ad copy, Vega is grateful that her mother encouraged her to drink milk as a child. It uses the tagline, “Más Leche, Más Logro” (More Milk, More Achievement), created by New York based Hispanic advertising agency SiboneyUSA.

The ad highlights the benefits of milk as nature’s ultimate nutrient package with nine essential vitamins and minerals to help kids grow healthy and strong. The “nutrient-package” strategy is based on research that says Hispanic moms pride themselves as gate-keepers and role models for their family.