MUSTACHE CAMPAIGN LAUNCHES CONSUMER CONTEST

CHRIS YTUARTE

CHICAGO -- Dairy Management Inc., and the National Fluid Milk Processor Education Program, both based here, and both generators of the widely successful Milk Mustache ad campaign, have launched a promotion that takes a new twist on their own concept by giving consumers what they really want -- a chance to become part of the act.

The Milk Mustache Fame Game campaign rolled out June 1, with more than 200 million gallons of white milk nationwide sporting colorful peel-off game pieces on each plastic cap. The first on-cap promotion ever run by the milk industry, the Fame Game produces a grand prize winner who will become the star of his or her own Milk Mustache ad, to be seen across the country in a national publication.

According to DMI, eight out of 10 Americans say they not only like the Milk Mustache ads, but would love to star in one of their own.

"We're giving everyone who drinks milk the chance for Milk Mustache glamour and stardom," said Kurt Graetzer, chief executive officer of Milk PEP.

Throughout the month of June, which is also National Dairy Month, consumers buying gallon jugs of milk have the opportunity to collect three specific caps in order to win the top prizes, while some may win one of two million instant prizes with just one cap. Organizers are supporting the promotions at store level with a variety of point-of-service displays, as well as television and print ads about the contest.

Winning three-cap combinations must include those with the words "milk", "mustache" and a picture of either singer Britney Spears, comedian Ray Romano, football player Terrell Davis or Superman, the super hero.

In addition to being in their own Milk Mustache ad, the winner of the grand prize -- awarded to the individual with Britney Spears, "milk" and "mustache" caps -- will live like a celebrity for a year. The package includes trips for two to the World Series, the NBA All-Star game, the NCAA Final Four, the Super Bowl and a college football bowl game, as well as trips to Aspen, Co., and Hollywood. Throw in a New York City "milk shake date" with Ivana Trump, a pair of mountain bikes and some cash, and the grand prize is worth a total of $75,000.

Creators of the contest hope it will boost consumer interest in milk, not only from a sales standpoint, but for health benefits as well.

"The Fame Game promotion is also a vehicle to alert people of all ages that there is a calcium crisis in our country, and milk is one of the easiest ways to get their recommended daily allowance," said Linda Racicot, DMI's executive vice president of domestic marketing.

Finding any of the other three celebrities under a milk cap will garner prizes as well, such as a seven-day Caribbean cruise for two, portable CD players and autographed Milk Mustache Celebrity posters. More than 2 million winning caps will be distributed across the country.