The California Milk Processor Board's "Got milk?" campaign gets a little more colorful this week.
Three new billboards via Goodby, Silverstein & Partners are going up throughout California. The ads feature Hispanic, Asian American and African American children. All of the kids are pictured after eating sweet concoctions like jelly doughnuts and cupcakes.
The goal of the ads is to celebrate California's diversity and show that the desire for a cold glass of milk crosses all ethnic backgrounds.
"We thought this would be a wonderful opportunity to expand the scope [of the campaign]," said Jeff Manning, executive director of the CMPB. "The net effect is to show that milk is for everyone."
Billings for the campaign are estimated at around $1 million.
The ads may expand nationally if successful in the Golden State.
--Justin M. Norton