The folks who brought us "Got Milk?" have new Spanish-language commercials putting a glamorous-to-little-girls spin on their product, with an animated commercial, featuring a sad princess rescued by a handsome prince bearing a magical glass of milk. When I first saw the press release, I assumed the fairy-tale pitch was designed to get kids to give up the juice and soda for something a little healthier. (Remember "builds strong bones and teeth"?)
But the ad is actually about PMS--a subject neither glamorous nor little girly. The press release helpfully informs us non-Spanish speakers that the tag line is, "The calcium in milk may reduce premenstrual symptoms. TOMA LECHE."
The commercial is pitched not to would-be Disney Princesses but to the telenovela crowd. In fact, the California Milk Producers Board is running a contest called "NO MORE DRAMA WITH TOMA LECHE," inviting Californians to "submit a Web Novela video 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. The submissions must be in Spanish or subtitled." Complete rules at the unbelievably slow-loading www.tomaleche.com.