HUNTINGTON BEACH, CA — (Marketwire) — 10/10/12 — , an independent, creatively-driven marketing solutions and advertising agency, continues to revolutionize the conversation around milk. As part of the campaign for the that inspires people to see life “with the glass half-full,” this multimedia platform developed to appeal to back to school season, reminds parents of the importance of a good night-s sleep for their children and reinforces a special parent-child bonding ritual: a glass of milk and a story before bed.
“Our message is directed to both Hispanic moms, who are the defenders of milk, and their children, who are the primary consumers of milk,” said Pablo Buffagni, Chief Creative Officer. “This was quite a challenge to implement because our segment is already drinking an average of two glasses of milk per day. Since having milk with breakfast prior to leaving for school is often portrayed, we created a fresh take on the experience of enjoying milk. A great day really begins with a good night-s sleep.”
Grupo Gallegos created a series of bedtime storybooks that integrate milk consumption in a fun way. In one of them, Sofía, the main character, imagines that the stars are made of milk and wishes that she could drink them with a straw. By the story-s end, Sofía legitimizes this desire by asking her mom: “Why do you think they call it the Milky Way?”
Grupo Gallegos partnered with magazine to distribute more than 120K storybooks to pediatricians- offices all over California. The digital versions of the books are also available on El Maestro del Vaso Medio Lleno-s Facebook tab under the url: .
In many Spanish-speaking countries, networks ran a segment at the end of youth programming that told their young viewers it was bedtime. Inspired by that tradition, Grupo Gallegos created an animated video with a corresponding song. In it, cute milk droplets help a little boy to fall asleep. The segment was scheduled to air during the first month of school at the same time nightly. It ran on the two largest Spanish language television networks: and .
To increase tune-ins to the nightly video, Grupo Gallegos created radio spots and online display banners to direct parents to the stories, reminding them that it-s time for their children to go to bed. These additional ads are timed to occur between 7 and 8pm in order to maximize their effect.
Since Hispanic moms over-index in both smart phone usage along with being active on them while watching TV, Grupo Gallegos partnered with the world-s leading media engagement company, ®, making The California Milk Processor Board the first to use Shazam-enabled Spanish-language PSA on Telemundo. Parents can use Shazam to tag video and song for a free download of the custom storybooks. They can read these storybooks to their children, replay the video, leave comments, and share with their friends.
Many of the campaigns developed by the partnership between the California Milk Processor Board and Grupo Gallegos have resulted in award recognitions. Their wins together include: , , , , , , , , and more.
was founded in 2001 by California born John Gallegos, who was inspired to start the agency with the idea of integrated marketing strategies for a multicultural audience. Grupo Gallegos leads the Hispanic market with campaigns for , (Got Milk?), , , and , to name a few. The agency-s success in revolutionizing how brands communicate with the growing Hispanic market is due, in part, to John Gallegos- mantra: “Look for courageous clients who are willing to challenge convention.” Gallegos believes in connecting with Hispanic consumers in consistently new ways. The agency-s mountain of awards and rapid expansion attest to the effectiveness of their campaigns. For more information, please visit
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 and . The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.
Shazam is the world-s leading media engagement company with more than 250 million people in 200 countries and adding another 2 million new users each week. With the industry-s unlimited fastest tagging in the Free and premium Encore Apps on iOS and Android devices, Shazam is the best way for people to discover, explore, buy, and share more music, TV shows and branded content they love. Shazam makes it easy for people to share their discoveries with their friends on Facebook using the Shazam Friends feature, as well as on Twitter and Google+. For people who don-t yet have the on their smartphone, it is available for FREE on every major platform and can be found on , , , , , , , , and . For further information about Shazam Entertainment visit and @ShazamNews or follow us on . For daily music updates follow the and @Shazam. : .
MEDIA CONTACT:
Rebecca Halder
T 714.794.6449
F 714.794.6420
You must be logged in to post a comment Login