California milk processors have renewed a campaign aimed at Latinos, who traditionally have been big consumers.
The campaign is called "Toma Leche," which is Spanish for "drink milk." It is from the California Milk Processor Board, which created the "Got Milk?" campaign in 1983.
The latest version of the campaign launched Thursday on Spanish-language television with a commercial describing how milk can enhance dental health. It will be followed in the spring by TV spots on how milk can promote shiny hair and strong muscles.
The campaign will use print, radio and online advertising as well.
A study by the board, based in San Clemente, found that 94 percent of the state's 13.5 million Latinos always have milk in their homes, more than the population at large.
"Hispanic consumers are longtime, loyal milk drinkers, and our hope is that by providing them information about the various benefits, milk will continue to be the beverage of choice for the entire family," board Executive Director Steve James said.
The ads were produced by Grupo Gallegos, based in Long Beach.
The processor board promotes fluid milk to the general population through the "Got Milk?" campaign. It includes celebrities with milk mustaches and humorous commercials featuring people desperate for a gulp.
A separate group, the Modesto-based California Milk Advisory Board, promotes various dairy products.