GOT MILK? GOES EXTRATERRESTRIAL

Cow Abducting Aliens Sport Spandex & Go-Go Boots

In what appears to be the result of extraterrestrial encounters, dairy farmers are reporting a rash of cow disappearances in California’s heartland*. Eyewitnesses claim to have seen alien beings combing cow pastures for what they call a “magic white serum” that enhances bone strength, promotes muscle recovery, prevents cavities, and takes the edge off insomnia and PMS.

“This wonder tonic is exactly what we’ve been looking for,” declared one alien scientist in a recent interview. “Thanks to DA-IRY, our brittle-boned, sleep-deprived citizens will have relief, at last.”**

Reports linking extraterrestrials to cows, inspired GOT MILK? creators - The California Milk Processor Board (CMPB) – forming the basis of their next generation of television advertisements.

The new GOT MILK? commercial campaign – appropriately called “Aliens” - consists of five 30 second TV spots. Set to break March 13th and run throughout 2006, the campaign aims to position milk as a ‘wonder tonic’ with multiple health benefits.

“This is no hoax and we’re not sworn to secrecy,” says Steve James, CMPB Chairman. “We want earthlings to see milk with fresh eyes and recognize its benefits beyond just a calcium source.”

This celestial send-up signifies the coming together of two seemingly unrelated pop culture icons: GOT MILK? and aliens. “But, actually both have captured the American imagination, and entered our vernacular in popular and pervasive ways,” continues James.

In fact, alien experts and UFO investigators have long reported an extraterrestrial fascination with cows that is here-to-now gone unexplained.

“We don’t know why, but cows are a part of the UFO story,” stresses Peter Robbins, UFO Investigator and co-author of Left of East Gate: A first-hand account of Bentwaters-Woodbridge UFO incident. “These commercials aren’t that far-fetched.”

The new GOT MILK? commercials, entitled “Landing Party,” “Farmer,” “Communication,” “The Ship” and “Homecoming” represent a significant departure for the folks best-known for creating food and milk-deprived worlds.

“Landing Party,” the first in the series, opens on a distant planet, where a tunic-wearing alien ruler, is seated at a throne with his leg in a cast. A lesser-ranked alien dignitary enters the room with his arm in a sling to share the marvelous news that, “on planet Earth, two-legged worker beings are granted a nectar that helps maintain bone strength and promote better sleep.”

Back on planet earth, two alien scientists search a dairy barn for the source of the wonder elixir, which they mistakenly pronounce: “DA-IRY.” The spot then closes with the now ubiquitous GOT MILK? tagline.

Subsequent “Alien” spots tout additional benefits of milk and follow the escapades of the alien scientists as they attempt to bring a cow back to their alien planet, Brittlactica. On Brittlactica, alien rulers of nations like “Papau Hairthinny,” “Cavitopia,” “Insomniastan” and “PSMtonia” help drive the multiple health benefit messaging home in a light-hearted and entertaining way.

Developed by longtime CMPB advertising partners, San Francisco-based Goodby, Silverstein & Partners, GOT MILK?’s Aliens aim to reposition milk as a new product, never-before-seen in this way. Viewers get a glimpse of milk via fresh eyes, in this case, through extraterrestrial beings in search of milk’s wonder-tonic properties.

Now in its twelfth year, GOT MILK? has helped sell millions of gallons of milk and become an American icon. The dairy industry spends $150-million annually to support GOT MILK?, including for use on those Milk Mustache ads. In addition, GOT MILK? is a hot property licensed on hundreds of products over the last decade.

The new GOT MILK? commercials have launched and they're truly out-of-this-world.

Go behind the scenes with cow abducting aliens in spandex and go-go boots. Cows, worshipped and pampered, supply what distant planets lack: milk. This "magic elixir" is the answer to strong bones, sound sleep and strong teeth. Here's a celestial send-up by an alien nation plagued by a calcium crisis: a problem shared by both aliens and earthlings.

Watch a sneak preview of the new GOT MILK? commercials... landing on a TV screen near you: visit www.cowabduction.com.

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 successful campaigns in history. GOT MILK? is a federally registered trademark that has been licensed by the national dairy boards since 1995. GOT MILK? gifts and recipes can be viewed at http://www.gotmilk.com. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.

BERKELEY, Calif., March 13, 2006 –