TOMA LECHE campaign targets Hair.

The California Milk Processor Board (CMPB), the creator of GOT MILK? and TOMA LECHE (Drink Milk), is launching a new television commercial informing women that beautiful locks start with proper nutrition. Packed with proteins and nutrients, milk is the food for perfect hair.

“Latinas take a lot of pride in the way we look and how our hair feels,” says Regional Mexican Singer Carmen Jara, who is also the spokesperson for TOMA LECHE’s BEAUTIFUL HAIR STARTS WITH MILK campaign launching today. “Strong hair that makes you feel sexy, attractive and confident comes from the inside out and putting the proper nutrients in your body is key to achieving this goal.”

This beauty milk benefit is the subject in the brand new TOMA LECHE TV spot entitled ‘Hair’ (Pelo) where audiences see a beautiful woman with long, healthy hair walking in the forest. With the wind blowing her beautiful, shiny locks in an almost magical way, viewers could believe they’re watching a shampoo commercial. Then, a voice-over announces a product for creating beautiful, healthy hair. Rather than showing a new brand of shampoo, the spot cuts to a shot of a carton of milk. The ad is tagged with a voice over, “The proteins in milk help your hair look healthier and stronger,” and the familiar tag, “TOMA LECHE.”

“I hope the ad will speak to women who have struggled for so long to have the perfect hair,” says Steve James, executive director of the CMPB. “For many women, hair defines beauty and women want to feel beautiful. We would like for this new campaign to inspire Latinas to grab a glass of milk and toast to their beauty and overall health.”