Got Milk


What: Portada talked to the two minds behind the new Got Milk? campaign: Steve James, Executive Director of the California Milk Processor Board, and John Gallegos, CEO of Gallegos United to find out more about the cultural attunement insights behind the effort.
Why it matters: The unprecedented growth of the US multicultural population is calling all marketers into action; by analyzing how experienced companies deal with the cultural attunement question, we can gain helpful insights as to the most effective ways to (not answer it) approach it.

First launched in 1993 by the California Milk Processor Board, the “got milk?” advertising campaigns have become one of the most referenced, beloved, and awarded campaigns in marketing history. A long list of celebrities (from Britney Spears and the Friends cast all the way to Kermit the Frog and the Simpsons) with milk mustaches and a memorable slogan have definitely earned the brand good health over the years, but both the landscape and the organization’s approach to milk have changed.

Until recently, their work followed a clear targeting strategy: appealing to the “general audience”, and to Hispanics in a more separate and specific way. And for almost two decades, the strategy worked like a charm: in 1996, 4 years ahead of the 2000 census which showed that Latinos comprised a staggering 32% of the population, the CMPB launched its first original campaign in Spanish, “Familia, amor y leche”.

In 2006 it was replaced by “Toma leche”, an effort to unify the agency’s English and Spanish work by using humor as a vehicle for touting milk’s multiple benefits. In 2011, successfully appealing to the segment’s more hopeful and aspirational traits, they came up with the character “The Master of the Glass Half-Full”, adopting “positivity” as a direct response to Coca-Cola’s appropriation of “happiness”.

But now, after 24 years and more than US $2 billion of marketing support, per capita consumption of milk is once again caught up in a sustained, albeit more complex decline. From 2012 to 2017, milk sales fell 3.5 percent, while dairy alternatives grew by 4 percentaccording to CNBC. And since the early 2010s revealed that milk may not be the key ingredient to building healthy bones and preventing osteoporosis as it was long believed to be, its place in the food pyramid has been threatened, too. As part of our long-going search for insights that help identify what attributes or qualities make a brand multiculturally appealing, we talked to CEO of Gallegos United John Gallegos and Executive Director of the CMPB Steve James about the new culturally-driven Got Milk? campaign.

1. Cultural attunement is elusive; when in doubt, go for the universal

In the face of challenges, the CMPB partnered up with the agency Gallegos United, an agency with experience in culturally attuned campaigns, such as the TurboTax Chupacabras ads. Then, CEO John Gallegos brought his experience to the table from the get-go, pertinently realizing that, “although Hispanics are a growth driver for the business, there’s always the danger of making the effort ‘overly Hispanic’ or to generalize the message where it doesn’t have as much impact with Hispanics”.

The strategy shifted […] to unifying the already vastly diverse Californian market with a universally relatable ad campaign.

The new goal was to avoid segmenting and alienating consumers by over-polarizing the message, so the strategy shifted from “diversifying” to unifying the already vastly diverse Californian market with a universally relatable ad campaign depicting children’s relationship with milk for an audience of cross-cultural Millennial parents, the largest and fastest-growing volume consumers in the Californian market. “We think these children and their busy, over-scheduled, over-committed lives are a universal phenomenon, not just Hispanic”, says Steve James, Executive Director of the CMPB. “Millennial parents can also relate to this, since they’re as heavily involved as the children”. Ironically, if you want specific demo groups to identify with it, make it as universal as you can.

2. The honest perspective of children helps bring it home

One of the things that make the ads so relatable is that kids are actually honest and enthusiastic spokespeople for the product: as Steve James pointed out, recent research from the dairy industry indicates that a vast majority of kids love drinking milk and would be happy to drink more, but that their parents are the ones limiting their portions and offering other options. So the campaign aims at both children identifying with the problematic and making parents realize that they might not need other options. Even the ad with the boy going “Ah, pica!” when trying some hot sauce, appeals to all Californians because “salsa” is universal for them; which talks about how cultural attunement is a two-way phenomenon.

The segment gets both inclusion and greater exposure levels than the “general audience”, a term whose lines keep blurring more and more.

And in the era of vast options, the toughest challenge for marketers is managing an immensely broad media landscape while creating the now essential emotional connection with consumers. Steve James explains: “We’re speaking to consumers where they are, whether it’s on television, digital, social media, streaming, point of sale… We’re trying to find consumers at any possible touch point we can”. And that might just be the only differentiating factor between the two recently unified segments, since Hispanics over-index on portable devices, digital devices, and digital consumption. As a result, the segment gets both inclusion and greater exposure levels than the “general audience”, a term whose lines keep blurring more and more.

3. Television still stands out among more modern media

However deep into the age of the portable device, good ol’ television is —surprisingly enough— still the key player to start the conversation. “If you’re not on television, you sort of don’t exist,” asserts James, “people expect you to be on TV, so we’re spending a lot of our media dollars on TV […] and point of sale this year, where we’re increasing our spend in retail so that we can connect the dots”. But the days in which campaigns could rely mostly on television are over and done with, which represents a huge challenge for traditional players who started campaigning more than two decades ago. “We used to be able to produce a commercial or two and run them on three networks and call it a day, and that was all you had to do. Now, we’re trying to reach people through their streaming devices and their cellphones and their iPads and social media”, says James. “We’re doing all we can to adapt to that new environment”.

But how are Gallegos and his team planning to actually connect with their audience beyond ad placement on multiple devices? One of the most notable trait of Millennials is their constant and active search for answers, unlike previous generations that just accepted the wisdom of their parents or society. So one of the most important activations of the campaign will be based on joining the conversation and give new parents “something they can count on”, as one the campaign’s taglines declares.

“If a millennial parent has a question like ‘should I be serving more milk?’, or ‘is milk so good for my kid?’ we want to be in the conversation,” states Gallegos. “We want to be talking to influencers, whether it has to do with food, health, or nutritional benefits. And many of those conversations are happening online and in the social media. We’re hoping to meet that challenge by providing a lot of good, solid, factual nutrition information to those people who are searching for it”.

A cool-looking kid welcomes Facebook users to the “got milk?” with the line “I don’t trust men who don’t drink milk”

4. A campaign’s success depends on “when” as much as on “how”

For example, they tapped the cereal and granola consumers by branding such products with a reminder in 2015

In marketing, it’s not all about the how, but also about the when. Timing is crucial for an ad campaign to reach its audience in the correct context and mindset. According to Jennifer Mull, Chief Marketing Officer at the Gallegos United collective, following the campaign launch in July the agency is creating a ‘crescendo’ during the Back-to-School timeframe, “Building on media every week with the addition of social, digital content, radio, and point of sale. [It’s] the season when families get back into their routines for the school year, so it was important to remind them how they can count on milk to power through their daily lives at any and all times,” asserts Mull. “[We’re] also planning a big consumer activation that will bring to life how kid’s lives are tough and milk is always there to get them through it, the details of which are still in development”.

The ‘You Can Always Count on Milk’ campaign is a multi-billion effort meant to touch all of California’s consumers and advertising will be unified across all segments with English and in-language communications in Spanish, Chinese, Korean and Tagalog. We’ll wait to see how it turns out.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

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  • Carlsberg Group

Danish brewery group Carlsberg Group has tapped IPG Mediabrands media shop Initiative to handle its global media planning and buying following a competitive pitch.The brands previously worked with Omnicom-owned OMD. The appointment will be effective January 2018. The account is believed to be more than US$100 million globally.




  • got milk?

The California Milk Processor Board (CMPB), creators of the iconic got milk? campaign and its Spanish-language counterpart Toma Leche, has teamed up with Grupo Chespirito to host the 1-year anniversary of “El Chavo del Ocho Day” in Los Angeles on Sept. 8. In honor of “El Chavo del Ocho Day,” Toma Leche is celebrating the Latin American tradition of “La Merienda” by hosting free snack + milk pairings at various events throughout the month in each market.The most-watched show on Mexican television, El Chavo was known as a courageous kid in and out of trouble, who entertained generations of fans across Latin America.  Millions of viewers who have embraced the character for his wholesome, pure authenticity and innocence still watch the animated version and reruns in Latin America and on Spanish-language networks in the United States.Toma Leche will host a family-oriented event at Vallarta Supermarket, located at 3425 Whittier Blvd., Los Angeles, on Sept. 8, from 2 p.m.-6 p.m. Planned festivities include La Merienda milk + snack pairings, interactive games, and a large-scale coloring wall of El Chavo for attendees to draw on.

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!


  • Tajín International Corporation

Claudia Sandoval, who won “MasterChef” in 2015, has announced a partnership with Tajín seasoning company. Sandoval will serve as the official chef and recipe creator in the U.S for Tajín International Corporation. As part of the partnership, Chef Claudia will create a series of recipes featuring the leading seasoning brand as one of the principal ingredients. Sandoval will also represent the brand as an ambassador at various food events this year.Last year, she represented Tajín on several media appearances and served as a judge for Tajín’s first ever Culinary Challenge in Houston, Texas.New York based d expósito & Partners is Tajín Hispanic AOR.






  • Honda

Fit for Fun: New Marketing Campaign Highlights High Tech and Sporty Character of 2018 Honda Fit

The redesigned 2018 Honda Fit is here and to amplify the Fit’s enhanced fun factor, Honda is debuting a new integrated marketing campaign, titled “Fit for Fun,” focusing on the ‘fun’ attributes of the vehicle. The “Fit for Fun” campaign is the brand’s most robust multicultural, mobile and social-driven campaign to-date. The campaign leads off with a 30-second general market TV spot, “Fun Surprises,”. To extend the Fit campaign to multicultural audiences, Honda is launching a :30 Hispanic TV spot, “Secret Life of Fits”  and a series of “Fituation” spots geared toward reaching African American millennial car buyers .In a new :30 Hispanic spot, “Secret Life of Fits,” Honda shows how the 2018 Fit is a vehicle built for fun. The spot targets a diverse group known for their appetite for adventure and excitement. In addition, coming in late September, in partnership with Latino digital network, mitú, Honda will debut a new online series merging comedy with traffic, and will feature comedians including Lejuan JamesFrankie QuinonesJenny Lorenzo and Jesus TrejoIn the new “Fituation” series of TV spots, co-written and directed by Chris Spencer, Honda is looking to appeal to an African American millennial audience.The “Fituation” series will extend reach within networks and programs including BET, TV One, NFL, and NCAAF. Likewise, the Hispanic “Secret Life of Fits” TV spot will air in Hispanic Primetime, Cable, and Sports programming. To reach Millennial viewers who are cord-cutters or cord-nevers, the campaign leverages premium online platforms and devices, including Hulu, Amazon Fire TV, and Roku.




  • Wendy’s 

Wendy’s has teamed up with BRAVO Miami to launch an integrated campaign to promote the new Wendy’s Giant Junior Bacon Cheeseburger US$5 deal that celebrates young Latino “Giant Juniors,” Hispanic Ad reports. The campaign, which revolves around 3 characters who embody the Hispanic “Giant Junior” young adults doing great things but still living with their parents, will air on TV, online video and in Social Media.The piece was directed by Pablo Fusco of Black Van Films and edited by Alex Dondero of Vaporpost.


  • Cellular Sales

Knoxville, TN-based Cellular Sales, one of the largest Verizon Wireless retailers in the U.S., has appointed EP+Co AOR following an informal review, Mediapost has reported.As the 600-store retailer currently operates with an in-house marketing team,  duties will be split on a project-by-project basis..EP+Co’s scope will include brand, strategy, content, digital media (buying and creative) as well as customer relationship management. EP+Co will also oversee local targeting efforts when needed.




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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 10 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • General Mills

glogosocial_400x400General Mills has consolidated its global media business with WPP’s GroupM, led by its agency Mindshare, on the heels of its selection of Mindshare to handle its massive U.S. business.The group will support General Mills in Europe and Australa- Asia, as well as take the lead on the company’s Yoplait Europe business and a portion of General Mills business in Africa, the Middle East and Asia.Read more.

  • #WashAwayLabels

descarga (4)Tide Laundry Detergent has released its latest effort #WashAwayLabels hoping their cleansing power will help to wash away those labels the Latino community is tagged with. Tide has included a video on Youtube sharing the testimonials of members of different ethnic groups, from Cuban to Mexican, speaking out on the negative titles they’ve been labeled in their lifetimes:“beaners,” “narco,” and “mojados” were just a few. Along with the National Council of La Raza, Tide is hoping to help the Latino community “delete” the negative tags and share how it would like to referred to as in honor of Hispanic Heritage Month, according to the video’s description.Some of the labels mentioned were screen printed onto white t-shirts using ketchup instead of ink. The same individuals who said they’ve been categorized under those labels walked into a room scattered with the shirts to show that “labels are stains.”The participants set the dirty t-shirts to wash to cleanse them of the derogatory names while advertising Tide’s cleansing strength.


  • MetroPCS/Fenomeno Studios

MetroPCS has partnered with Fenomeno Studios the Multichannel Network owned by Estrella TV for #AsiEsmiHistoria, a special edition of  Fenomeno Sessions. For the special feature, three regional Mexican music’s stars (Gerardo Ortiz, his younger brother Kevin Ortiz, and Luis Coronel) have signed on with Estrella TV’s Fenomeno Studios and MetroPCS to bring fans an intimate acoustic concert experience, #AsiEsMiHistoria [#ThisIsMyStory] which started on Oct. 9. An important objective MetroPCS; Marketing  is to reach out to multicultural audiences in general and Hispanic audiences in particular.


  • Food Loves Milk Campaign

descarga (5)The California Milk Processor Board (CMPB), creator of got milk? and toma leche, has launched a new chapter with the Food Loves Milk campaign, designed to pique consumers’ interest in drinking milk with a wide range of foods, from time-tested classics to new pairings.The CMPB teamed with both Goodby Silverstein & Partners (GS&P), originator of got milk?, and Grupo Gallegos, which created the Latin-market toma leche effort, to produce a cross-media integrated campaign that addresses the wide-ranging, leading-edge food tastes of all Californians.The latest effort consists of two 30-second spots from GS&P, “Sweet Loves Milk” and “Spicy Loves Milk,” will run across the major networks, taking advantage of the fall premieres as well as special events such as the Emmys. In addition, five 15-second spots from Grupo Gallegos will air on Univision, Telemundo and local stations. Later this year, the campaign will also extend into more traditional avenues, such as print, out-of-home and in-store. Consumers will be encouraged to share the foods they pair with milk by using the hashtags #FoodLovesMilk and #MeGustaConLeche. Some of the crowdsourced results will be aggregated in a gallery at tomaleche.com and also used as part of other “Food Loves Milk” digital-media elements.To localize the campaign and further feed into consumers’ hunger for exotic flavors, RL Public Relations (RLPR), CMPB’s PR agency of record, will bring a variety of experts and top chefs to speak about this new culinary trend.online elements over the course of the campaign will include the following: A nine-part online video series that follows Hispanic stars Yarel Ramos and Eddie G! as they surprise diners at restaurants, cafes and food trucks with a glass of milk to try with their meals. Partnerships with the California Sunday Magazine and Bon Appétit magazine’s Food Innovation Group that includes videos, recipe guides and sponsored editorial around the chefs’ inspiration.A partnership with BuzzFeed to create a video spot showing reactions from people as they try new food-milk pairings. A range of content by social influencers of varying backgrounds that will give consumers different ideas of how to experiment with pairings. Content will include Pinterest boards, Instagram posts, YouTube videos and blog posts.The entire campaign will culminate at Super Bowl 50 on February 7.

  • Bud Light: Heads or Tails? 

AMzz6maL_400x400Bud Light has released a new ads that seeks to link the brand to the unpredictability of the coin tosses that begin each game.TV spots show fans using the heads-or-tails outcome to dictate their social plans, like going to a beach party or snorkeling. The Anheuser Busch InBev-owned brew — which is an official NFL sponsor — is supporting the ads with a program at bars in which drinkers can flip a digital coin on a computer tablet and get the chance to win prizes or NFL tickets.A-B InBev roster agency FCB, Chicago assisted on the ads.W&K is prepping a new campaign that is expected to debut as soon as December and will move away from the brand’s two-year-old “Up for Whatever” campaign, Ad Age reported.Bud Light began the NFL season by promoting unique can designs made for every NFL team.


A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

NOTE: Portada has currently a 25% Discount  Offer to acquire the Interactive Database of Corporate Marketers targeting Hispanics. Register here and use the following Discount Coupon  NEW-YEAR-25 link. (expires on January 31!)

    • Honda

In December Honda decided to put its media and creative accounts under review. A decision is expected by the end of the first quarter Honda told AdAge. Honda noted that it does not include multicultural assignments, which are handled by Muse Communications and Orci.


    • California Department of Health
California Department of Health
An Ad from a previous Campaign

California Department of Public Health director and state health officer Dr. Ron Chapman has unveiled new ethnic-market advertisements that will continue to educate Californians on the harmful effects of tobacco use. The advertisements, which include radio and print ads for the African American market, will start airing in early January and can be viewed at TobaccoFreeCA.com. In California, Black and Hispanic men smoke at higher rates (18.9 percent and 15.5 percent, respectively) than white men (14.3 percent). Among women, Blacks continue to have the highest prevalence (15.2 percent), followed by whites (11.2 percent).


  • National Milk Mustache – Got Milk Campaign

The National Milk Mustache ‘got milk?’® Campaign print ads for the past 17 years.  The 30-second spot stars Dwayne “The Rock” Johnson, who has managed to successfully balance his tremendous professional career with his family life, which continues to be his main priority. Johnson’s success as an actor, producer, athlete and author has gained him worldwide recognition both in and out of the spotlight. The ad is directed by Peter Berg , actor, director, writer and producer best known for his on-screen role in “Chicago Hope” and who just wrapped production on the film adaptation of “Lone Survivor.”  Created by Deutsch, A Lowe and Partners Company, the ad will air in the second quarter of the game and bring to life how including milk’s protein and essential nutrients at breakfast helps fuel active, successful days. As the campaign continues to evolve, the team begins production on its first Super Bowl TV commercial to appear in the biggest football game of the year. The new morning meal-focused commercial is part of a larger, integrated effort to reinforce milk as the breakfast beverage of choice and spotlight its nutrient contributions as part of a daily breakfast routine.  The effort includes in-store retail and consumer promotions along with extensive digital advertising and social media activity.


    • Tecate

Tecate and Tecate Light, cervezas con carácter, announce the launch of their annual national retail program focused on helping U.S. Hispanics 21 and older celebrate their passion for football from the moment they buy the essentials needed for a viewing party at home or a tailgate. The brand equity will place bilingual thematic POS materials with the slogan “A Man Knows How to Choose His Team” (a reference to Tecate and Tecate Light), cross-merchandise and consumer promotions at off-premise locations across the country between Jan. 1 and Feb. 15, 2013. “Tecate and Tecate Light offer the increasing number of Hispanic men watching football a beer choice that celebrates their boldness and carácter, while providing them with exclusive offers designed to enhance their viewing parties or tailgating celebrations,” said Felix Palau, vice president of marketing for the Tecate equity. “Our thematic retail program falls in line with our successful sports marketing platform as well as our commitment to provide retailers with the relevant programs and tools they need to make adults feel closer to their favorite sports.” As part of the 2013 program, Tecate will offer consumers a text-in sweepstakes where shoppers 21 and older can enter daily from Jan. 1 – Feb. 15, 2013 for the opportunity to win branded tailgating solutions. The Tecate equity’s 2013 football-themed retail program was developed by Dieste.


    • Cinemark

Cinemark Holdings, Inc. announced plans to launch two new 6-screen movie theatres in El Paso and Edinburg, Texas. The Cinemark Movie Bistro – Sunland Park will be part of Simon Property’s Sunland Park Mall development located at 750 Sunland Park Dr., El Paso, TX. The Cinemark Movie Bistro – Edinburg will be part of B-Y Property’s Trenton Crossroads Plaza development located on the northwest corner of Trenton Road and Rhonda Street in Edinburg, TX. Both projects are scheduled to open in the summer of 2013. The two theatres will introduce patrons to Cinemark’s first-run cinema eatery concept, branded Cinemark Movie Bistro.


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