SAN CLEMENTE, Calif., April 10 /PRNewswire/ -- The advertisers who made running out of milk part of American pop culture have reinvented themselves "mission impossible" style with its new 'GET THE GLASS' advertising and online campaign. As seen on TV, the commercials immerse consumers in a dark, heavily-fortressed world called "Fort Fridge" -- established to safeguard earth's last glass of milk.

Now, GOT MILK? is bringing "Fort Fridge" to select California cities this April and May in its GET THE GLASS FOR CASH contest. The task is simple. Keep one hand on "Fort Fridge" longer than anybody else to win! Californians who do will receive $5,000 in cash, a year's supply of milk, a sports activity package and gifts.

"We want people to imagine what life would be like if milk were really that scarce," says California Milk Processor Board Executive Director Steve James. "How far will people go to fight for this precious commodity?"

Tapping into the competitive nature of the advertising, the GET THE GLASS FOR CASH contest will be held in:

Fresno April 13, 2007 Noon Shops at River Park - Edwards Theaters San Diego April 20, 2007 Noon Wave House at Mission Beach Los Angeles May 18, 2007 Noon The Block at Orange

"We want to bring GET THE GLASS directly to Californians across the state," says James. "So locals can then get their hands on earth's last glass of milk."

To compete in the contest, Californians must first play the GET THE GLASS online game at the contest sites. Online GET THE GLASS is a sophisticated, 3-D site that resembles a traditional board game with virtual "spaces" and mouse-maneuvered "dice." Players feel they're actually in the game itself. Action and trivia-based challenges confront players at every turn as they work their way to "Fort Fridge." Each step of the way, players have to overcome physical handicaps caused by the lack of milk -- brittle bones, weak muscles, insomnia, PMS and broken nails.

The first 30 contestants to score 500 points in five minutes online will be allowed to enter "Fort Fridge" for "real." To compete, Californians will fight to keep at least one hand on a larger-than-life encased glass of milk. The last person standing will win $5,000 plus a wide range of other gifts. Californians will also be able to watch the contests live on http://www.gotmilk.com/.

Contest Eligibility:

No purchase necessary to participate. The contest is open to legal residents in the state of California 18 years and over on the date of competition. For more information and for complete contest rules, please visit http://www.gotmilk.com/.

Now in its fourteenth year, GOT MILK? has helped sell millions of gallons of milk and has become an American icon. The dairy industry spends $150 million annually to support GOT MILK?, including use on those Milk Mustache ads. In addition, GOT MILK? is a hot property licensed on hundreds of products over the last decade.

About the CMPB

The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California. Awareness of GOT MILK? is over 90% nationally and it is considered one of the most important and successful campaigns in history. GOT MILK? is a federally registered trademark that has been licensed by the national dairy boards since 1995. GOT MILK? gifts and recipes can be viewed at http://www.gotmilk.com/. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.

CONTACT: Tatum Wan of RLPR, +1-310-473-4422, or cell, +1-818-590-1530,
tatum.wan@rlpublicrelations.com, for California Milk Processor Board

Web site: http://www.gotmilk.com/