Milk Ads en Español Make a Splash.

Mom (or maybe grandma) is in the kitchen cooking a traditional family favorite with adorable, happy children all around. She’s smiling and talking to the camera about how hard she works to ensure her familia gets only the best. . .

Well that’s all about to change… at least for leche. In an effort to keep up with an increasingly sophisticated Hispanic consumer, milk advertising is set to say goodbye to grandma in the kitchen, and hello to eccentricity and humor in a more contemporary way.

Because of the high value Latinos place on family, mothers and children are routine staples of Hispanic food advertisers targeting this demographic. Recently, Hispanic advertising has begun to mature, using humor and current themes to appeal to consumers. While companies like Coca-Cola and McDonalds have been exploring up-to-the-minute themes, like polar bears running into the march of the penguins or giving in to self-indulgence through holiday gift cards, Hispanic food advertising in general, has been slow to catch on.

The creators of the popular GOT MILK? advertising campaign, the California Milk Processor Board (CMPB), are set to speed things up a bit with a new breakthrough TV campaign that pushes the Hispanic advertising envelope and re-defines quirk en español.

Three new 30: spots (‘Contortionist,’ ‘Amazon Hair Goddess’ and ‘Teeth Town’), set to break January 30th 2006
Reinforces milk as “wonder tonic” with a myriad of benefits for bones, muscles, hair, teeth and nails.
Created by Long Beach-based industry newcomers, Grupo Gallegos, and directed by award winning director Andy Fogwill, the new campaign will air throughout 2006.

Each of the three spots leverages humor and exaggeration to convey a particular benefit of milk.

A new tagline “Toma Leche” (Drink Milk) will accompany all CMPB Spanish-language ads throughout 2006. The old tag “Familia, Amor y Leche” (Family, Love and Milk) will stop airing in 2005.