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Connelly Partners/CGN Sees Double for Garelick

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BOSTON Identical twins, unhealthy eating habits and playing with one's food (or at any rate, one's milk) all figure into Garelick Farms' latest TV campaign from Connelly Partners/CGN.

One spot, "Twins," presents a typical morning in the life of a pair of look-alike blond-haired brothers. They sleep in similar beds, move in unison about the house and dress alike. Even their mom has trouble telling them apart at the breakfast table. She places a glass of chocolate milk in front of one boy, a glass of strawberry milk in front of the other. They quickly switch glasses: mom had mistaken one son for the other.

In a second execution called "In Shape," a chubby dad gets on the bad side of his more health-conscious daughter by pouring Garelick fat-free half-and-half into his coffee while enjoying fattening chocolate doughnuts. "Bubbles" features kids and their mother blowing into their milk through straws.

The three 30-second spots close with a voiceover saying, "The key to life is what you add to it." Garelick's familiar "Add something" tagline is retained.

"Our creative was designed to increase the visibility and likeability of our brand," said Peter Ross, vp, general manager of Garelick Farms. "We want our commercials to stand out, but in a way that shows moms we understand them and our role in their lives."

Boston-based Connelly Partners/CGN has also crafted similarly themed 60-second radio executions, mainly featuring humorous brother and sister conversations "heard one morning around a glass of Garelick Farms milk."

The new radio ads replace the long-running campaign starring a pint-sized spokescharacter known as "The Milkman." After appearing in spots for about two years, "[The Milkman's] voice was getting a bit older," said agency president Steve Connelly. "[So] it was decided to go out on top like Cheers and Seinfeld." Plus, both client and agency "felt it was time to try something new," he said.

The campaign will run in New England and upstate New York markets.

The client spends about $1.5-2 million annually on ads, according to CMR.

—David Gianatasio