TOMA LECHE launches Spanish-Language website.

Since the mid-90s, the California Milk Processor Board (CMPB), the creators of GOT MILK?, has been proactive in reaching out to the Hispanic community through television ads. From “Familia, Amor y Leche” (Family, Love and Milk) at the turn of the century to TOMA LECHE today, the campaign has evolved to grow with an emergent Hispanic population. To further engage Latinos not only on television but online, the CMPB launches its first-ever Spanish-language website, www.tomaleche.com.

“It’s time,” says Steve James, executive director of the California Milk Processor Board. “Because the Hispanic population in states like California is constantly changing and growing, we want to have a website that speaks the language and the culture of many Latinos. This is a website we hope Spanish-speaking audiences will enjoy and learn from.”

As late as last month, the TOMA LECHE campaign and its health initiatives were housed on www.gotmilk.com, where information was translated from English to Spanish. Today, all content on www.tomaleche.com is in Spanish.

Upon entering the site, visitors are introduced to the world of the milk man who makes his rounds around the city delivering milk. His stops include the town’s school, a place where online users can learn about milk’s health benefits for strong bones, teeth and muscles. Visitors can also stop-by the movie theater to view past and present TOMA LECHE TV spots.

“The website is user-friendly, fun and interactive for the whole family,” says James. “Moms, dads, grandmothers, grandfathers and the kids could all use the site.”

Since the theme of this year’s TOMA LECHE campaign is “Leyendas” or fables, CMPB is also featuring Spanish-language children’s stories exclusively written for www.tomaleche.com. Moms can easily print out the stories with a home printer and the illustrations are designed in coloring book format to further engage toddlers and school-age children.

“Families have often told us how difficult it is to find information and stories written in their native tongue,” says James. “We want to take advantage of the new website to bring Latino families together with these children’s stories, while still introducing them, especially kids, to the health benefits of drinking milk.”

In the story entitled “Duendes” (Elves), children learn that by drinking milk everyday, they too could grow up to be tall and strong, just like the elves have done in the tale. The second story, “Medusa,” introduces kids to the legendary Greek mythology figure, who turns men into stones with her gaze. With milk’s help, Medusa is transformed to become a beautiful princess with strong nails and teeth and soft, brilliant hair.

In its 15th year, GOT MILK? has helped sell millions of gallons of milk and has become an American icon. The CMPB’s Spanish-language campaign began in 1994 using the tagline “Familia, Amor y Leche” (Family, Love and Milk). The TOMA LECHE campaign replaced it in 2006, following a growing trend in Hispanic food advertising that uses wit and humor to reach audiences.