Hispanic market dairy commercialWhile Shamrock Farms, Phoenix, is hitting lacrosse fields across the country this spring, the California dairy industry is appealing to the state’s Hispanic consumers.

Shamrock’s Rockin’ Refuel brand is partnering with Inside Lacrosse, teaming up with professional outdoor lacrosse player Brendan Mundorf and is sponsoring high school tournaments across the country.

The Rockin’ Refuel Intense Recovery protein beverage is made with milk and has a 2:1 carb-to-protein ratio, said to be the ideal ratio to maximize muscle recovery. It is sold in 11-ounce and 12-ounce bottles.

The California Milk Processor Board rolled out a new Spanish-language ad campaign in February that educates California’s Latino population on how drinking milk prior to bed helps achieve proper sleep and in turn, lead to positive dreams.

“Milk has a myriad of health benefits and one of them is quality of sleep,” said Steve James, executive director of the California Milk Processor Board.  “Milk has protein rich in tryptophan that can help improve sleep quality, giving families an important nighttime occasion to drink milk.”

Huntington Beach-based Grupo Gallegos created two 30-second television spots that use humor to deliver the message.