SAN CLEMENTE, Calif., April 13 /PRNewswire-HISPANIC PR WIRE/ — Premenstrual syndrome — commonly known as PMS — is a monthly condition that affects millions of women, bringing with it symptoms ranging from mood swings to bloating to headaches, according to health experts. Every year, women spend millions of dollars on treatments to alleviate pain and discomfort. Yet, in a study published in the American Journal of Obstetrics and Gynecology, health professionals say the calcium in milk is what women need to help ease the symptoms. This finding is the subject of the new fully animated TOMA LECHE (Drink Milk) TV ad entitled ‘Sad Princess’ which launches today on Spanish-language television.
“Not everyone knows that the key to reducing PMS symptoms could be found in most refrigerators,” says Steve James, executive director of the California Milk Processor Board, the creators of GOT MILK? and TOMA LECHE. “We hope that this new TV ad will help educate Latinos that drinking milk is more than just building strong bones.”
To bring home the message of the new ‘Sad Princess’ spot, the CMPB is holding the NO MORE DRAMA WITH TOMA LECHE contest for a chance at winning cash prizes. Starting Apr. 13, Californians will be invited to submit a video Web Novela of no more than three minutes in length or a storyboard of no more than 15 illustrations showing how milk can help alleviate the symptoms of PMS. TOMA LECHE has partnered with actress and TV host Odalys Garcia to encourage Latinos to participate in the contest and to help educate Latinos about the health benefits of drinking milk.
“I am excited to be a part of this campaign,” says Garcia. “I, just like many women, experience PMS symptoms. If I’d known before that drinking milk could help reduce my discomfort, I would have drank lots more milk.”
All contest submissions for the NO MORE DRAMA WITH TOMA LECHE Contest must be in Spanish or subtitled. The entries will be judged on presentation, storyline and overall quality to support TOMA LECHE’s PMS health message. The winner of the video Web Novela entry will win $2,000 and the winner of the storyboard entry will receive $1,000.
This year’s TOMA LECHE PMS ad opens with a princess who once a month is overcome with sadness in her castle. As she begins to cry, her tears become a tempestuous ocean. Many princes come to the rescue with swords on one hand and chocolates, diamonds and flowers in another, but end up defeated. Only one – clad in white armor – prevails and gets close to the princess. He gallantly offers her a glass of milk. The sad princess immediately takes a sip of milk and stops crying. The clouds clear, the sun appears and the flowers bloom. The ad ends with the tagline stressing one of milk’s key health benefits: “The calcium in milk may reduce premenstrual symptoms. TOMA LECHE.”
Entries for the NO MORE DRAMA WITH TOMA LECHE Contest must be submitted by May 29, 2009 via email (file limited to 8 MB in size) to novela@gotmilk.com. For complete contest rules and to view the new ‘Sad Princess’ TV spot, please visit www.tomaleche.com.
About Odalys Garcia
Odalys Garcia is a well-known host, actress and singer in the Latino community. She was the host of “Lente Loco,” the candid camera type show, which ran for 10 successful years in the United States and Latin America. The show launched Odalys’ career and brought it to a whole new level. She just finished her first independent film IJE-The Journey and has recently joined Rick Najera’s comedy LATINOLOGUES T2u.
About the CMPB
The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California. Awareness of GOT MILK? is over 90% nationally and it is considered one of the most important and successful campaigns in history. GOT MILK? is a federally registered trademark that has been licensed by the national dairy boards since 1995. The CMPB’s Spanish-language campaign began in 1994 using the tagline “Familia, Amor y Leche” (Family, Love and Milk). The TOMA LECHE (Drink Milk) campaign replaced it in 2006, following a growing trend in Hispanic food advertising that uses wit and humor to reach audiences. GOT MILK? gifts and recipes can be viewed at www.gotmilk.com and www.tomaleche.com. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.
SOURCE California Milk Processor Board
