Siboney Gives Beauty Queens Milk Mustaches

ATLANTA Siboney USA’s latest Hispanic print effort for the Milk Processors Education Program features Miss Universe 2003 Amelia Vega and her mother, Patricia Polanco.

The ad from the Miami shop shows the beauty queen placing her tiara on her mother, who competed for the Miss World title in 1980. Both women wear the familiar milk mustache that appears in all national “Got milk?” advertising.

Siboney has worked with the Washington, D.C.-based organization since 2000.

Kurt Graetzer, chief executive officer for Milk PEP, said that the ad targets Hispanic mothers and offers information about the benefits of calcium consumption.

“Statistics show that 9 out of 10 teen girls and 7 of 10 teen boys don’t get enough calcium in their diets,” Graetzer said. “There is a serious underlying health issue in these ads.”

The ad’s “Mas leche. Mas logro” tagline translates to “More milk. More achievement.”

The media buy includes the November and December Nuestra Gente and the January issues of Latina, Ser Padres and Shape Espanol. The ad also will appear in the February People Espanol, the shop said.

Campaign spending was not disclosed.