Consumers trying to boost their budgets during this time of economic stress will get some support from the California Milk Processor Board, which next week will unveil a campaign for Got Milk? starring financial guru/TV personality/author Suze Orman.
Orman will be featured in print and online explaining why milk is a great value. The theme: At about 25 cents per glass, milk is a bargain with a number of liquid assets inside.. Print will run in publications including USA Today, People, Time, Newsweek, Parade and Woman’s Day.
Orman will also have a presence at www.Whymilk.com. The site offers tips on saving money by helping visitors to build an interactive shopping cart filled with nutrient-packed groceries for $150 or less (with milk, of course, on the shopping list), as well as other financial tips. Support includes a “Milk your Budget” sweepstakes. However, Orman is not associated with these elements. Spend for the effort was not disclosed. CMPB spent $10 million on U.S. media in 2007 (not including Internet spending) and $3 million January-July 2008, per Nielsen Monitor-Plus.
The Orman campaign is under the auspices of the Milk Processor Education Program , Washington. Lead agency is Lowe, New York.
Got Milk? is celebrating its 15th anniversary. Goodby, Silverstein & Partners, San Francisco, created the campaign in 1993 for the California Milk Processor Board, Berkeley, Calif. CMPB owns the Got Milk? brand, which it licenses to national dairy boards for use in their marketing efforts as well as to manufacturers that create Got Milk? merchandise.