FLAVORED MILK MOOVING ON OVER

rican Dairy Association & Dairy Council Mid East here kicked off a marketing program in three cities for Moo Kooler, a flavored milk product created to boost milk consumption among children.

The 26-week campaign, targeting the Columbus, Cleveland and Pittsburgh markets, includes two rounds of television commercials (May to June and September to November) plus consumer mailings, newspaper supplements, ad slicks, store displays and in-store sampling programs to pitch Moo Kooler to parents and children.

Based on market acceptance and consumer demand, the ADADC Mid East will secure additional processors as licensees to produce and distribute the product in other areas of the country.

PFIZER's AD CAMPAIGN Dawns

NEW YORK -- Pfizer here is launching new consumer ads for Bain de Soleil, the sun protection brand that it acquired in September 1995.

The new advertising campaign will use print, radio and television spots to target Bain de Soleil's primary customers: women ages 18 to 49.

The ads show a mermaid sitting on a beach, along with the headline "So There! Sun," to underscore the product's six-hour sun-protection guarantee. The ads, appearing this month, are running in insertions in Glamour, In Style, Cosmopolitan and Elle. The radio and television campaign includes 15- and 30-second commercials.

NISSIN STEAMS AHEAD WITH Its SIGN of the times

TOKYO -- A 3-D, 60-foot-high billboard in New York's Times Square is part of an international advertising campaign by Nissin Food Products here. The sign, located on the exterior north face of One Times Square, features a steaming cup of Nissin's Cup Noodles Meal in a Cup. The cup is back-lit and the steam is illuminated independently. A series of red neon triangles are pictured behind it.

SUMMER Water PROMOS FLOW From Naya

STAMFORD, Conn. -- For the key summer selling season, Nora Beverages USA here has launched a $9 million marketing campaign for Naya Canadian Natural Spring Water.

The effort, kicked off last month, includes 15- and 30-second commercials on national and cable television plus 60-second radio spots. The TV ads show athletes working up a thirst for Naya, and the radio spots play alternative rock music. Both pitch the brand's "Hungry for Life. Thirsty for Naya." theme.

Supplementing the broadcast ads are a print campaign also featuring the Naya theme and running in Interview, Paper, Ray Gun, Advocate, Out and other magazines targeting a young market.

FERRERO'S BREATH-TAKING New GAME

SOMERSET, N.J. -- Ferrero USA Inc. here is sponsoring a "Take You & Your Breath Away" contest this summer to promote its Tic Tac breath mints.

Tic Tac single packs and five packs will feature promotional labels telling consumers if they have won a trip or other prizes. Television commercials and in-store displays will supplement the marketing effort. The company also conducted a survey asking consumers to identify breath-taking views and places they would like to visit. The survey results and contest information will be advertised in 10,000 daily and weekly newspapers throughout the country.

NCBA TRYING TO RUSTLE UP MORE BEEF SALES

WASHINGTON -- The beef industry is turning up the volume on its promotions to try to offset the effects of continued oversupplies of beef, depressed prices and negative perceptions of beef and its supply community.

To get the beef moving, the National Cattlemen's Beef Association here plans a series of marketing programs. This summer and fall, the association will run more than 1,300 television commercials trumpeting the slogan "Beef. It's What's for Dinner." The campaign will get help from three new spots, one of which will focus on ground beef usage, according to John Lacey, NCBA president.

The cattlemen's group is working harder to put a human face on the industry via a series of ads that describe ranches as family businesses and ranchers as environmentalists, he said.