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MILKING IT

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Lactaid's new campaign from Alchemy, an independent division of Lowe, has a message for lactose-intolerant adults and children who "miss milk": Lactaid can help satisfy that need.

Two print ads that broke this month feature an adult and a child with dotted lines over their mouths where their "milk mustaches" ought to be, beneath the line, "Miss milk?" (The line, of course, is a nod to the famous "Got milk?" line created by Goodby, Silverstein & Partners for the California Milk Processor Board; the Lactaid ads were approved by the CMPB and the National Fluid Milk Processing Promotions Board.)

Copy then describes how lactose-intolerant folks can still enjoy milk by drinking Lactaid, which is "real milk" that is lactose-free so it goes easy on people's stomachs. The new tagline: "It's milk."

"The objective of the advertising really is to talk to people who do miss milk and aren't able to have milk because it causes them digestive problems," said Karen Gates, svp, account director at New York-based Alchemy.

The ads are running in publications such as Essence and Good Housekeeping.