In order to create a new milk-drinking ritual amongst Hispanic consumers, The California Milk Processor Board has launched a new ad campaign that encourages parents to put their kids to bed with a story and a glass of milk. The campaign kicks off with an adorable animated spot that features musical milk droplets singing to a boy, in Spanish and subtitled in English, at his bedside while he begins to fade into dreamland. A call to action at the end of the spot drives parents to the url unvasodeleche.com (A glass of milk dot com) where they find a Facebook page with seven downloadable bilingual story books to read to their kids. The books are interactive and each plot centers around milk.
The videos were produced in Buenos Aires by Flamboyant Paradise. Ad agency Grupo Gallegos also enlisted Latina Mom blogs to promote the campaign and help promote events like storytelling sessions at California schools.