Multimedia News Release - National Consumer Campaign Unveiled to Celebrate the Freedom to Enjoy Milk and Dairy16 May 2006
Celebrating the special and everyday moments of our lives - whether it be a birthday, anniversary or simply a time spent with family or friends -- are moments often accompanied by favorite foods such as flan, ice cream, cheesy enchiladas or cafe con leche. Unfortunately many people cannot freely enjoy these kinds of favorite foods that contain milk or dairy products because of lactose intolerance. It is estimated that 30 to 50 million Americans, including up to 75 percent of all African-Americans and Hispanics, suffer from this chronic condition, which causes stomach discomfort when dairy based foods and beverages are consumed(1).
To view the Multimedia News Release, go to: http://www.prnewswire.com/mnr/mcneil/23961/
However, LACTAID(R) Products, such as LACTAID(R) Milk and Dietary Supplements can provide an important alternative for people who suffer from this condition by allowing even those who are lactose intolerant to enjoy their beloved milk and dairy products. To celebrate this "freedom" to enjoy a special occasion in which milk or dairy play a starring role, the LACTAID(R) Brand is launching a multicultural, bilingual, interactive, national marketing campaign called LACTAID(R) MILK MOMENTS(TM).
What are LACTAID(R) MILK MOMENTS(TM)? It is the joy that comes with seeing kids take part in a milk mustache contest, the instant that your cereal begins to snap and pop when you splash your milk on it, or even the time when you and your sisters huddled over hot chocolates listening to a bedtime story by grandma.
The LACTAID(R) Brand wants to capture these special times by emphasizing the fact that everyone can have the freedom to enjoy them. And, what better way than through the medium of art?
The LACTAID(R) MILK MOMENTS(TM) consumer campaign kicks-off nationally on May 15th with a coast-to-coast children's art contest called "Searching for LACTAID(R) MILK MOMENTS(TM)." The contest asks kids ages 11 and under to illustrate their favorite LACTAID(R) MILK MOMENTS(TM), such as having a milk and cookies treat with mom or drinking a smoothie, for the chance to win prizes worth $10,000 in value.
Three first place winners will receive a:
* Full kitchen makeover for the family that includes tableware, small
appliances, refrigerator and more
* Deluxe "art studio" that includes art supplies, a digital camera and a
computer
* The opportunity to see their winning artwork on LACTAID(R) Milk carton
panels starting in October
Second and third place winners will also be selected to receive the deluxe art studio. A new website has been launched and consumers can visit the bilingual website http://www.lactaidmilkmoments.com for contest rules and more information. The deadline for entries is June 30, 2006.
Spreading the News of the Importance of Art Education
In launching LACTAID(R) MILK MOMENTS(TM) and the children's art contest, the LACTAID(R) Brand is partnering with PTO Today, Inc. (PTO), a leading organization that provides expertise and support for school parent group leaders across the country.
The brand is making a $50,000 donation to the organization in support of art education in schools. More than 30 schools in select cities will receive art supplies in the Fall to host a Family Arts & Craft Night, a PTO program that enriches students' lives with a fun and educational evening of art making.
"Studies have shown that art education initiatives provide many developmental benefits to children such as increasing overall academic performance, improving cognitive skills involved in reading and mathematics, and motivating students to become more engaged and involved in school(2)," said Tim Sullivan, PTO Today, Inc. president. He continued, "We are pleased that the LACTAID(R) Brand integrated such a positive community element to its campaign by supporting art education in schools. The donation will benefit many students directly by providing a hands-on opportunity to do art, which is the best way to inspire and encourage creativity in a child."
Also participating in this initiative are two well-known artists who will serve as judges for the contest. Yuyi Morales, a Mexican author, artist, and Brazilian folkdancer who received a Pura Belpre Medal for Best Illustration in 2004, will judge the entries along with Kadir Nelson, an African American artist who has collaborated with notable authors to illustrate ten children's books and won an NAACP Image award and the 2005 Coretta Scott King Award for his work. These nationally renowned artists, who are recognized for the unique style of depicting special family moments, will function as spokespersons for the campaign and create one-of-a-kind artwork that will be utilized in promotional materials and advertising.
The children's art contest is only one way in which the LACTAID(R) Brand hopes to communicate the essence of LACTAID(R) MILK MOMENTS(TM). Under the new marketing platform, the Brand also will launch a new advertising campaign, focus public relations efforts to communicate the theme, and enhance its retail mobile tour offering consumers samples of their favorite dairy foods so everyone across the country can enjoy the health benefits of dairy and savor LACTAID(R) MILK MOMENTS(TM).
About LACTAID(R) Brand
LACTAID(R) Brand Milk and Dietary Supplements are marketed by McNeil Nutritionals, LLC. LACTAID(R) Brand products allow people with dairy digestive problems to enjoy dairy products once more. LACTAID(R) Dietary Supplements, which are available in both caplets and chewables, naturally break down the milk sugar, lactose. LACTAID(R) Milk is lactose-freeand perfect for drinking, cooking and baking. It is available in whole, 1%, 2%, fat-free and calcium-fortified varieties. You can find out more about LACTAID(R) Brand Products at http://www.lactaidenespanol.com or by calling 1-888-466-8746 (bilingual assistance available).
About PTO Today
PTO Today, Inc. is the only company dedicated exclusively to serving the entire school parent group (PTO/PTA) market with a full suite of products and services, all geared toward helping leaders serve their schools more effectively and run their groups more efficiently. PTO Today's products and programs include PTO Manager, the web-based software solution for parent groups and the School Family Night programs, evening events for parent groups to build parent involvement and foster their school community. PTO Today's flagship publication -- PTO Today magazine is published six times a year. PTO Today magazine reaches parent group leaders at more than 80,000 K-8 public and private elementary and middle schools across the country.
About McNeil Nutritionals
McNeil Nutritionals, LLC is a marketer of innovative nutritional products. The company's mission is to give people the ability to actively manage their own health. McNeil Nutritionals' major brands include SPLENDA(R) No Calorie Sweetener, SPLENDA(R) Sugar Blend for Baking, SPLENDA(R) Brown Sugar Blend, VIACTIV(R) Calcium Soft Chews, VIACTIV(R) Multi-Vitamin Soft Chews, LACTAID(R) Dairy Products and Dietary Supplements, and BENECOL(R) Spreads. McNeil Nutritionals, LLC is headquartered in Fort Washington, PA.
About HP Hood LLC
Founded in 1846, today Hood is one of the largest branded dairy operators in the United States. In 2004, HP Hood became HP Hood LLC when it acquired Binghamton, New York-based Crowley Foods, LLC, and Minneapolis, Minnesota-based Kemps, LLC, adding to Hood's portfolio of well-known national and super regional brands, as well as processing and distribution operations. Hood also has national and super regional franchise rights to process and sell extended shelf-life products including LACTAID(R) Milk, Nesquik, Coffee-mate, Stonyfield Farm Organic Milk, Arizona FRESH Iced Tea, Southern Comfort Eggnog and Hood Carb Countdown reduced carb dairy beverages. For more information about Hood, please visit http://www.Hood.com.
(1) Journal of the American College of Nutrition, Vol. 20, No. 2,
198S-207S (2001)
(2) Americans for the Arts Web site http://www.artsusa.org
Source: prnewswire
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