SiboneyUSA wins at Mercury Excellence Awards.

SiboneyUSA won the Gold Award for their innovative ideas and diligent work on the got milk? publicity campaign targeting the Hispanic Market. An Honors Award was also presented to SiboneyUSA for the iconic recognition gained by their efforts with the got milk? Hispanic celebrity campaign. The PR team was recognized at a winner’s reception and dinner last Thursday, March 13th at the Ritz Carlton in New York City.

The overall objective of the 2007 Hispanic got milk? campaign was to disseminate key messages to Hispanic mothers on the health benefits that drinking 3 glasses of low-fat or fat-free milk as part of a reduced calorie diet and exercise plan can yield. The 2007 Hispanic milk mustache celebrity moms included Maria Celeste Arrarás, current anchor of Telemundo Network’s top-rated show, “Al Rojo Vivo”; internationally recognized soap opera star Barbara Mori; as well as, Lili Estefan, famous host of Univision’s top-rated show “El Gordo y la Flaca,” who donned a chocolate milk mustache to promote the tasty treat as the official drink of Halloween. In an unprecedented cross-over effort, Sara Ramirez, best known for her popular character on Grey’s Anatomy, was also part of this year’s campaign as a milk mustache advocate.

The program topped off the year with the first ever “Beauties Meet Mustaches” Celebrity Mom’s Summit which was hosted by acclaimed Hispanic medical expert, Dr. Aliza Lifshitz and several of the past got milk? celebrities. Olga Tañon, Myrka Dellanos, Lili Estefan and Giselle Blondet shared secrets, tips and advice on how moms should focus on what their kids drink as much as what they eat in order for them to maintain a healthy weight.

“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 Mercedes Cubas, Director of Integrated Services. “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 interactive elements to connect with Hispanic moms through multiple touch points. This campaign has contributed to driving milk sales among this growing and important population segment, reaching the target successfully. The national Hispanic got milk? campaign has been managed by SiboneyUSA since 2000.

Celebrating its 21th anniversary, the Mercury Awards are presented by the International Academy of Communications Arts and Sciences.