SYS-CON MEDIA Authors: Liz McMillan, Sean Houghton, Glenn Rossman, Ignacio M. Llorente, Xenia von Wedel

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National Milk Mustache got milk?® Campaign To Launch First-Ever Super Bowl TV Ad

New Commercial Puts Focus on Morning Protein Message

WASHINGTON, Jan. 11, 2013 /PRNewswire/ -- Football stars from Michael Strahan to Hakeem Nicks have appeared in the National Milk Mustache 'got milk?'® Campaign print ads for the past 17 years.  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.

(Photo: http://photos.prnewswire.com/prnh/20130111/CG41338-a)

(Photo: http://photos.prnewswire.com/prnh/20130111/CG41338-b)

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.

"Where better to kick off a new strategy designed to educate American families about the importance of starting your day with milk at breakfast than with one of America's favorite family-friendly actors during one of America's largest family-friendly events," said Vivien Godfrey, CEO of the Milk Processor Education Program (MilkPEP), which represents America's milk processors and runs the National Milk Mustache 'got milk?' Campaign. "It's the perfect platform to reinforce milk's powerful nutrient punch – including the 8 grams of high-quality protein provided in every serving.  Milk in the morning helps the whole family tackle the day." Godfrey added, "Dwayne Johnson is a terrific role model and a devoted father who believes in the importance of milk at breakfast for the whole family.  He's been vocal about his love of milk and it being a good source of protein in the morning – so we felt he was a natural fit."

More than 2.7 billion gallons of milk are currently consumed at breakfast in the U.S. each 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.  Consumers will also have the chance to help America's milk processors direct $250,000 in Fuel Up to Play 60 grants to schools across the country to help give kids greater access to a healthy breakfast.

Heading to the Big Game

The decision to create a Super Bowl ad stemmed from an intensive, strategic look at milk consumption patterns, consumer trends and the competitive landscape, according to Godfrey. The insights revealed the need to further elevate milk's unique mix of nutrients, especially compared to other beverages, and spotlight the contribution milk makes to a healthy, well-balanced diet – particularly in respect to providing protein at breakfast. 

"There's a reason milk has been a family breakfast favorite for decades," said Jim Green, President and CEO of Kemps, LLC, and Chairman of the MilkPEP Board. "Americans know it tastes great and pairs well with popular breakfast foods. But our industry research revealed not all are fully aware of the entire nutrient package milk offers, especially protein, which can give you a strong start to the day. In 2013, our efforts are focused on reinforcing that message as broadly and strongly as possible – and the Super Bowl is an effective place to start."  

An 8-ounce glass of milk contains 9 essential nutrients, including 8 grams of high-quality protein – more protein than an egg – as well as potassium, B vitamins, calcium, phosphorus and vitamins A and D. 

Making Campaign History

With more than 110 million eyes watching, the Super Bowl is a one of a kind opportunity to educate Americans about milk's value. The commercial is part of a larger, integrated effort that includes a consumer promotion offering the chance to win tickets to Super Bowl XLVIII in 2014, and a charitable tie-in that will help kids across the country have better access to breakfast in schools and more.

About the National Milk Mustache 'got milk?'® Campaign

The Milk Processor Education Program (MilkPEP), Washington, D.C., is funded by the nation's milk processors, who are committed to increasing fluid milk consumption. The MilkPEP Board runs the National Milk Mustache 'got milk?®' Campaign, a multi-faceted campaign designed to educate consumers about the health benefits of milk. For more information, go to www.MilkMustache.com or Facebook.com/MilkMustache. Deutsch, A Lowe and Partners Company, is the creative agency for the National Milk Mustache 'got milk?®' Campaign.

About Fuel Up To Play 60

Fuel Up to Play 60 is an in-school nutrition and physical activity program launched by National Dairy Council (NDC) and National Football League (NFL), in collaboration with United States Department of Agriculture (USDA). The program encourages youth to consume nutrient-rich foods (low-fat and fat-free dairy foods, fruits, vegetables and whole grains) and achieve 60 minutes of physical activity every day. Fuel Up to Play 60 is designed to engage and empower youth to take action for their own health by implementing long-term, positive changes for themselves and their schools. Customizable and non-prescriptive program components are grounded in research with youth, including tools and resources, in-school promotional materials, a website and student challenges. Fuel Up to Play 60 is further supported by several health and nutrition organizations: Action for Healthy Kids, American Academy of Family Physicians, American Academy of Pediatrics, American Dietetic Association, National Hispanic Medical Association, National Medical Association and School Nutrition Association. Visit www.FuelUpToPlay60.com to learn more. Media resources, including related video footage and photos are available at www.FuelUpToPlay60MediaResources.com.

SOURCE National Milk Mustache 'got milk?(R)' Campaign

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