Consumers Select the New Face of the California Happy Cows Campaign Through "Audition"...

Mon Oct 13, 2008 8:00am EDT

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Consumers Select the New Face of the California Happy Cows Campaign Through "Audition" Ads

     Cows From Around the World Vie For a Spot to Become the Next
                         California Happy Cow
SOUTH SAN FRANCISCO, Calif., & MODESTO, Calif.--(Business Wire)--
It's no secret that great milk comes from Happy Cows, and Happy
Cows come from California. Cows from around the country and the globe
have caught on and will have the chance to audition to become the next
California Happy Cow, joining the ranks of Diane, Janice and Sadie.
Thanks to the latest advertising campaign from the California Milk
Advisory Board (CMAB) and Deutsch LA, consumers can cast their votes
online for the cow they deem most worthy of the illustrious Happy Cow
title.

   In this next phase of Happy Cows advertising for Real California
Milk and Real California Cheese, the integrated TV and Web campaign
will deliver 10 new TV spots which will act as a series of "audition"
commercials. The first four of these 30 second commercials, which
debut nationally on October 13, include "wannabe" Happy Cows from all
over the world.

   For the first time in Happy Cows history, consumers can interact
with the campaign and vote online for their favorite cow character at
RealCaliforniaMilk.com. The voting function on the Web site will be
live from October 13, 2008 to September 30, 2009, and the aspiring
Happy Cow with the most votes will be revealed to viewers online in
October 2009.

   "The response to the Happy Cows campaign has been remarkable since
its introduction eight years ago, and we are thrilled to launch the
interactive auditions campaign. Now, consumers will get to choose the
next Happy Cow," said Michael Freeman, CMAB Advertising Vice
President. "People across the country recognize the Happy Cows, and
the new audition campaign will raise awareness of California dairy to
a whole new level."

   The audition campaign portrays a bevy of unique bovine
competitors. There is the super-spunky teenager named Alicia, who is
out to prove to her friends and her taunting brother that she can make
it as a California babe. And then there's Cajun Jenn, who hails from
the heart of the Bayou and is eager to break out from under her
dramatic stage mom's overpowering presence. Across the pond, there's
Shelby Fogbottom, the English bovine who boasts a royal bloodline and
is well versed in proper tea time etiquette who wants the opportunity
to leave the fog behind for sunny California pastures.

   "It just seemed like the next logical step in a totally illogical
world. If the cows are happier in California, then it just seemed to
make sense that cows from everywhere else be clamoring to come here,"
said Eric Hirshberg, President, Chief Creative Officer. "The reality
show audition tape format is something everyone can relate to. From
American Idol to online dating services, people are used to seeing
other people pitch themselves like this. Why would our fictitious
bovine friends be any different?"

   Deutsch LA developed the Happy Cows campaign concept with the
introduction of the Happy Cow commercials in late 2000 and have since
been recognized with numerous accolades for the California Milk
Advisory Board (CMAB) for raising awareness for California dairy
products and the Real California Milk and Real California Cheese
seals.

   The audition campaign will launch nationally on cable and
broadcast network television with four spots on October 13th, 2008.
The remaining six spots will air in 2009.

   California is the nation's leading milk producer. It also produces
more butter, ice cream, yogurt and nonfat dry milk than any other
state. Dairy products made with California milk can be identified by
the Real California Milk seal, which certifies that the products are
made exclusively with milk produced on California dairy farms. The
state is the second-largest producer of cheese, which is available
nationally under the Real California Cheese seal.

   About the California Milk Advisory Board

   The California Milk Advisory Board (CMAB), an instrumentality of
the California Department of Food and Agriculture, is funded by the
state's nearly 2,000 dairy families. With headquarters in South San
Francisco and Modesto, the CMAB is one of the largest commodity boards
in the United States. The CMAB executes advertising, public relations,
research and retail and foodservice promotional programs on behalf of
California dairy products, including Real California Milk and Real
California Cheese. For more information on California dairy products,
visit www.RealCaliforniaMilk.com.

Ketchum
Kendra Stewart, 415-984-6191
kendra.stewart@ketchum.com
or
Deutsch
Scott Lahde, 212-981-7742
scott.lahde@deutschinc.com

Copyright Business Wire 2008