Grupo Gallegos and Goodby Silverstein & Partners developed the first got milk? Campaign for the Total Market

The Milk Processor Board of California, is launching a new advertising campaign by Goodby Silverstein & Partners, the creators of the got milk? Slogan, and Grupo Gallegos, creators of the slogan for the Hispanic market Toma leche.In close collaboration of both agencies, the design of the new initiative to attract all Californians was developed, regardless of their ethnic origin. In a unique structure, staff from both agencies worked hand in hand under the direction of Andrew Delbridge, director of Strategy at Grupo Gallegos and Jeff Goodby, co-chairman of GSP.”This is the first time that our agencies have adopted the approach of California public as a whole market, with the creativity that takes full advantage of it” Steve James, executive director of the CMPB, said.The campaign, already launched, includes two commercials, each one in both English and Spanish. One point makes use of humor and the traditional surprise of the campaign, while the other is a beautiful retrospective on the lasting effect of a glass of milk between parents and children.”Consumers in California are very different, but when it comes to wanting the best for our children and their future, we are one united front” Goodby commented.TV commercials called {Champion; http://youtu.be/_PFjcbfNNLk} and {Brave; http://youtu.be/WedIvlc8hnw}, show how a glass of milk can change a life. “California is a window into the cultural change in the country. CMPB has always been at the forefront of embracing the cultural identity of their audience and this work is a great example of how to engage your audience as a brand, a single market,” John Gallegos, president of GG, said.