Dairy Foods Blog

Sweet dreams are made of this. California processors say drink milk before bedtime

Those creative minds at the California Milk Processor Board have found a new usage occasion.

March 27, 2013

For the longest time, milk processors have promoted milk as a breakfast food. Recently, they have taken to pushing chocolate milk as an alternative to Gatorade or other sports drinks as the beverage to reach for after a workout. The talk at industry gatherings is to find new "usage occasions" for consuming milk. Those creative minds at the California Milk Processor Board have done just that: milk before bedtime.

Last month, the CMPB rolled out a new Spanish-language ad campaign that links positive dreams to drinking milk prior going to bed. Sounds crazy, but the spots are charming.

Agency Grupo Gallegos, Huntington Beach, Calif., created two 30-second Spanish-language television spots "to reinforce that milk consumption is also appropriate for nighttime for restful sleep and positive dreams," according to a press release.

My favorite of the two is titled "Battle" featuring the Zombies song “I Love You.” A battle is raging. One side fires a torpedo loaded with rubber duckies. The other side counterattacks with cupcakes and clown paratroopers. The final “weapon” is a teddy bear that sets off a bear-shaped cloud of balloons. Cut to a boy in bed sleeping with his teddy bear. The spot then dissolves to warm milk being poured into a cup and ends with the following text: Sleep Well (Duermes Bien). Dream Well (Sueñas Bien). Drink Milk (Toma Leche).

"Piñata Cars" shows two cars colliding head-on and dispensing gifts. A little girl is sad because she missed out on the toys, but when paramedics give her with a huge birthday cake she breaks into a big smile. The soundtrack is an original performance of “Ac-cent-tchu-ate the Positive” by Harold Arlen and Johnny Mercer. The ad ends with showing a woman sleeping contently, dissolves to a shot of warm milk being poured into a cup and ends with the text: Sleep Well (Duermes Bien). Dream Well (Sueñas Bien). Drink Milk (Toma Leche).

“Many Hispanic consumers have learned since childhood from their parents and grandparents that drinking milk can help them sleep,” according to the press release. “These spots serve as a reminder to Latinos that, no matter the age, drinking milk at night makes for restful sleep and positive dreams,” said Steve James, executive director of the California Milk Processor Board.

See for yourself. The ads are available at www.tomaleche.com.

You must login or register in order to post a comment.



Image Galleries

Anderson Erickson Dairy, Des Moines, Iowa

 From this one plant, AE Dairy manufactures a full range of Grade A dairy beverages and foods, including white and flavored milk, ice cream mix (packaged for retail sale and for commercial use), 50 flavors of Greek and conventional low-fat and nonfat yogurt, buttermilk, whipping cream, cottage cheese, juices, sour cream and dips.  


This photo gallery contains additional, unpublished photos of dairy processing facilities featured in Dairy Foods magazine. To view more Behind the Scenes galleries go to our archives page!

1/26/15 8:15 am EST

President's Address --2020 Vision

On Demand They say hindsight is 20/20, but IDFA President and CEO Connie Tipton is turning that old adage on its head. She plans to look forward to the next five years with a focused vision on important changes ahead for the dairy industry. In her address Tipton will challenge industry leaders to be willing to shake things up. She will unveil plans to ramp up IDFA activities during the run up to 2020.

Dairy Foods Magazine

dairy foods january 2015

2015 January

Our annual supplier spotlights issue; A look inside Anderson Erickson Dairy; plus our detection systems Q&A

Table Of Contents Subscribe

Dairy Foods in 2015

Which dairy food do you plan to eat more of in 2015?
View Results Poll Archive


Tharp & Young on Ice Cream: An Encyclopedic Guide to Ice Cream Science and Technology

An at once an all-inclusive guide to the meaning of hundreds of technical terms and ideas needed for ice cream manufacturing, as well as a practical introduction to the ingredients, freezing methods, flavoring, and packaging of ice cream, sherbet, sorbet, gelato, frozen yogurts, novelties and many other kinds of frozen desserts.

More Products

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications, Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.


Facebook logo 40px 2-12-13 Twitter logo 40px 2-12-13  YouTube logo 40px 2-12-13  LinkedIn logo 40px 2-12-13google plus

Dairy Foods Buyers Guide

cover df july 2013Resource for buyers in the dairy processing industry to find information on the leading suppliers and manufacturers.

Find Ingredients, Equipment, Distribution, R&D and More.

Start Your Search Today.