MADISON, Wis. -- Participating in a display contest sponsored by the Wisconsin Milk Marketing Board, retailers in Wisconsin sent their chocolate milk sales soaring, some up as much as 300%. Headlined "Eye Love Chocolate Milk," the WMMB promotional effort featured an outer space-looking character with multiple eyes that held a glass of chocolate milk in one hand. Retailers were supplied with colorful, 4-foot cardboard cutouts of the character to use with their dairy displays. "The creature ...

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