|[October 29, 2013]
GOT MILK? Celebrates 20
SAN CLEMENTE, Calif. --(Business Wire)--
In 1993, Americans first witnessed what is now one of the country's most
highly recalled ad campaigns, "GOT MILK?" Two decades later, the brand
and its creator, the California Milk Processor (News - Alert) Board (CMPB), are still
going strong! It's taken tireless work from Californians and local
communities to make this milestone - and everything GOT MILK? stands for
- possible. From hundreds of regional events where the brand has
participated and through its numerous ad campaigns since 1993, GOT MILK?
has touched and been touched by millions of consumers across the Golden
State. To celebrate the brand's 20 year history and success
with the community, the CMPB announced today the names of exemplary
service driven individuals and organizations, winners of the CMPB's
commemorative anniversary program, the GOT MILK? 20 Awards.
"The GOT MILK? 20 Awards are CMPB's way of thanking the numerous
residents throughout California that improve the lives of others through
service," said Steve James, Executive Director of the CMPB. "There is no
better way to celebrate our milestone anniversary than by saluting 20 of
these positive role models and their untiring work in their communities."
The winners were chosen through an internal nomination process held
among all California milk processors and their related agencies,
producing more than 80 inspiring nominations from throughout the state.
Candidates were judged on the nature of their work, their contribution
to improving the quality of life of others and overall effectiveness in
their service area. In addition to receiving a commemorative GOT MILK?
20 Award, the CMPB wil also present each winner with a $1,000 cash
The 20 GOT MILK? 20 Awardees include (listed by key markets):
Bay Area: Reading Partners, Oakland; Resource Area for
Teaching, San Jose; North Bay Dairy Women's Association, Petaluma
Sacramento: Runnin' for Rhett, Elk Grove and Senior Gleaners,
Fresno: Care Fresno Teen Leadership Program, Reading and Beyond
and Women, Infants and Children (WIC) Breastfeeding Resources Program
Bakersfield: Reach for Greatness Mentoring Program
Los Angeles: Ability First, Long Beach; Kids Enjoy Exercise Now
(KEEN), Los Angeles; El Monte Unified High School District Food
Services Department; InnerCity Struggle, East Los Angeles; Duke
Welliver & the Peaceful Warrior Martial Arts Academy, San Clemente;
Christmas in the Classroom, Fontana and Champions for Change - Desert
Sierra Program, Riverside/San Bernardino/Palm Springs
San Diego: Miracle Babies, La Maestra Community Health Group,
Child Nutrition Services at Vista Unified School District and San
Marcos Unified School District's Child Nutrition Services Department
All GOT MILK? 20 Award winners will be presented their recognition and
prize during ceremonies to be held in key markets during the month of
November. To learn more, visit www.gotmilk.com
as well as Facebook (News - Alert) and Twitter, which will feature a winner and its
community work daily throughout the month.
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. The CMPB's Spanish-language campaign began in 1994 using the
tagline "Familia, Amor y Leche" (Family, Love and Milk). The TOMA LECHE
(Drink Milk) campaign replaced it in 2006, following a growing trend in
Hispanic food advertising that uses wit and humor to reach audiences.
GOT MILK? gifts and recipes can be viewed at www.gotmilk.com
The CMPB is funded by all California milk processors and administered by
the California Department of Food and Agriculture.
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