Now, my Español isn't exactly bueno, but the California Milk Processor Board's new website has me sure wishing I spoke Spanish. Toma Leche (they tell me that's Spanish for "Got Milk," but SpanishDict says it means "Drink Milk") launches next week aiming to educate moms and their children about milk's many benefits.
This is a modified version of CMPB’s original Got Milk? website. However, the sites differ in more than language. Whereas the English version focuses on its online games, Toma Leche provides information in a more straightforward yet still engaging way. You take a milk cart around a virtual fairyland created by agency Grupo Gallegos with help from U.K. animation production house Hanrahan. Stop by the drive-in to watch commercials. Get recipes at the restaurant. Learn all the facts at the Universidad de la Leche. Download free coloring books or buy milk merchandise. All while serenaded by the sweet sounds of carnival music. Okay, I'm hitting "mute" now.
I know I talk a lot about building engaging media, but its importance can't be overstated. Plus, here we have the first non-30-second spot used by CMPB to reach the Latino community. Given that this demographic makes up over 35% of California’s population (and 15% of the U.S.’s), it seems the Board would recognize the opportunity to not just sell a product, but advocate a healthier lifestyle as well.
The milieu of the fairy tale is not without significance. As children, our parents have thousands of stock tales for us—"An apple a day keeps the doctor away," "Eat your fish to feed your brain," "Milk will make you big and strong." Except you grow up to realize there actually is a lot of truth to those sayings. Similarly, there's a lot of truth hidden in traditional fairy tales and fables that, if you think about it, can easily be extracted. Perhaps milk is magical. You'll have to visit the website to find out how it can transform you.
So come on, ladies. Wear your (milk) mostachos with pride.