No more drama with Toma Leche.

In a study published in the American Journal of Obstetrics and Gynecology, health professionals say the calcium in milk is what women need to help ease the symptoms. This finding is the subject of the new fully animated TOMA LECHE (Drink Milk) TV ad entitled ‘Sad Princess’ which launches on Spanish-language television.

“Not everyone knows that the key to reducing PMS symptoms could be found in most refrigerators,” says Steve James, executive director of the California Milk Processor Board, the creators of GOT MILK? and TOMA LECHE. “We hope that this new TV ad will help educate Latinos that drinking milk is more than just building strong bones.”

To bring home the message of the new ‘Sad Princess’ spot, the CMPB is holding the NO MORE DRAMA WITH TOMA LECHE contest for a chance at winning cash prizes. Starting Apr. 13, Californians will be invited to submit a video Web Novela of no more than three minutes in length or a storyboard of no more than 15 illustrations showing how milk can help alleviate the symptoms of PMS. TOMA LECHE has partnered with actress and TV host Odalys Garcia to encourage Latinos to participate in the contest and to help
educate Latinos about the health benefits of drinking milk.

“I am excited to be a part of this campaign,” says Garcia. “I, just like many women, experience PMS symptoms. If I’d known before that drinking milk could help reduce my discomfort, I would have drank lots more milk.”

This year’s TOMA LECHE PMS ad opens with a princess who once a month is overcome with sadness in her castle. As she begins to cry, her tears become a tempestuous ocean. Many princes come to the rescue with swords on one hand and chocolates, diamonds and flowers in another, but end up defeated. Only one – clad in white armor – prevails and gets close to the princess. He gallantly offers her a glass of milk. The sad princess immediately takes a sip of milk and stops crying. The clouds clear, the sun appears and the flowers bloom. The ad ends with the tagline stressing one of milk’s key health benefits: “The calcium in milk may reduce premenstrual symptoms. TOMA LECHE.”