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Milk Ads Eye Moms

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SiboneyUSA takes a sentimental look at mothers' responsibilities in a new Spanish version of the popular "Got Milk?" campaign.

In a 30-second TV spot breaking today for the Milk Processor Education Program, a mother tells how moms help kids through challenges and achievements, as she supports her child's piano playing, bike riding and other activities. Mothers are behind children's health, too, the woman says, which is why she makes sure her kids drink three glasses of milk a day. The other spot features similar situations and copy, with a different family.

Ads keep the tagline, "Más leche, más logro," which translates to "more milk, more achievement." The "Got Milk?" logo appears at the end of the spots. Spending on the new campaign is $3-4 million, according to the client.

Work by the New York agency will run in 30 spot markets in the U.S., such as New York and Miami, on Univision, Telemundo, Telefutura and Galavision.

The ads target mothers because they are the "ultimate gatekeepers" in a household, said Nancy Tellet, vp, strategic planning. "Milk plays such a cultural role in the home," she added.

More milk is consumed in Hispanic-American households than in those of non-Hispanics, and milk is often a key ingredient in recipes, noted client CEO Kurt Graetzer.

Siboney, in which Interpublic Group has a minority stake, works closely with IPG shop Bozell in New York, which handles the general-market "Got Milk?" campaign.