The California Milk Processor Board (CMPB), the creators of GOT MILK? and TOMA LECHE (Drink Milk), debuts the spots ‘Elfo’ (Elf) and ‘Bruja’ (Witch). Though the main characters in the ads are mythical, the milk benefits are real: milk consumption fights off some of the symptoms of PMS and promotes restful sleep.

“Our research indicates that Latino families connect to these characters,” says CMPB Executive Director Steve James. “The new spots are told just like a fairy tale with lessons in the end: drink milk for a healthier lifestyle.”

In its 15th year, GOT MILK? Has helped sell millions of gallons of milk and has become an American icon. The CMPB’s Spanish-language campaign began in 1994 using the tagline “Familia, Amor y Leche” (Family, Love and Milk). The TOMA LECHE campaign replaced it in 2006, following a growing trend in Hispanic food advertising that uses wit and humor to reach audiences.

Read the entire article if your interested to know how proper research could lead up to making an effective ad campaign to the latino community. The got milk? mustache wasn’t apply entirely to the Hispanic market, but a new strategy was implemented instead.

I´ve said it before: if you are considering marketing to hispanics, you don´t need just a translator, you need a strategics if your Hispanic Market is growing.

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