Got Milk, Again?

(Left: Ad for the Rugrats In Paris "Got Milk?" campaign, from the November 11 2000 issue of TV Guide; ©2000 America's Dairy Farmers and Milk Processors & Viacom. For a larger image, click here.)

America's Dairy Farmers and Milk Processors is featutring the Rugrats for the second time, just in time for the new Rugrats In Paris movie. Read this PR Newswire press release for details:

Rugrats Get Up and Grow with Milk Cartoon Kids Don Milk Mustaches a Second Time

WASHINGTON, Oct 26, 2000 /PRNewswire via COMTEX/ --  The Rugrats are at it again -- posing with milk mustaches that is -- to show their fans that milk is an important part of growing up big and strong.

The newest milk mustache ad features the likes of Chuckie and Tommy and debuts in the October issue of Nickelodeon GAS -- Games and Sports for Kids Magazine. The ad copy reads:

"Chuckie, why do you think they call 'em growed-ups?"

"Want your kids to grow? The calcium in milk helps your bones grow strong. So give them a tall glass. Then move the cookie jar to the next shelf."

The Rugrats' second ad debuts in conjunction with Child Health Month in October to help raise awareness about the current calcium crisis. Launching at the same time as a team education effort between the National Institute of Child Health and Human Development (NICHD) and the National Dairy Council to reach doctors, the ad hopes to reach parents and kids nationwide with the "Get Up and Grow" program, communicating important nutrition information. The Rugrats have a busy fall as they help promote the benefits of milk for kids through a new ad and also star in a new movie, "Rugrats in Paris - The Movie", which opens in theatres nationwide November 17, 2000.

"It is alarming that 70 percent of young girls ages 6 to 11 and 60 percent of young boys ages 6 to 11 fail to meet the current calcium recommendations," said Linda Racicot, executive vice president of domestic marketing for Dairy Management Inc(TM). "These kids are missing out on the calcium they need during a crucial bone growth phase."

According to the National Academy of Sciences, children 4 to 8 years old need at least 800 mg of calcium a day, which can be met by drinking at least three 8-ounce glasses of milk a day. Children 9 to 18 years old need at least 1,300 mg of calcium a day, which can be met by drinking at least four 8-ounce glasses of milk a day.

"With hectic lifestyles, kids these days tend to reach for nutrient-void sodas or juice drinks rather than nutrient-rich milk and are therefore short-changing their health," said Kurt Graetzer, CEO of the Milk Processor Education Program. "They are missing out on the calcium needed to help grow strong bones."

The got milk?® milk mustache campaign is jointly funded by the nation's fluid milk processors and America's dairy farmers. The multi-faceted campaign was initiated to educate consumers and correct misconceptions about milk. A series of educational brochures for consumers is available by visiting the milk Web site at . got milk?® is licensed by Dairy Management, Inc. and the National Fluid Milk Processor Promotion Board. DMI and state, regional and international organizations manage the American Dairy Association, the National Dairy Council and the U.S. Dairy Export Council. The MilkPEP program was developed under the guidance of the National Fluid Milk Processor Promotion Board, an organization funded by U.S. milk processors. got milk?® was created and is owned by the California Milk Processor Board.

Got Jeopardy?

In a post-script to this promotion, on 11/1/2001, during part 1 of Jeopardy!'s Tournament of Champions finals, the Got Milk promotion was in the spotlight when host Alex Trebek answered in the They Got Milk, Too? category, "Animated kids' group have 2 ads; one was 'in Paris'". Contestant Brad Rutter asked the right question, which, of course, was, "What is Rugrats?"

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