The California Milk Processor Board (CMPB), creators of the popular GOT MILK? campaign, will debut a new Hispanic advertising campaign featuring Latino families and the tagline, "Familia, Amor y Leche" (Family, Love and Milk) beginning Aug. 14.

The campaign, which includes two television spots and outdoor boards, will break throughout California on Aug. 14.

The advertising is designed to create a more intimate bond between family and milk. "Soft drinks and sports beverages may quench thirsts," said Jeff Manning, executive director of the California Milk Processor Board. "But they don't bring families together like milk. They also aren't much good for making flan or rice pudding."

Unlike previous Hispanic campaigns, CMPB's new approach incorporates Latino males for the first time. Recent studies conducted by the Board reinforce the significance of the Latino family and the important role both mothers and fathers play in raising their children.

The studies also revealed that within the Hispanic community, milk-based products are often made and given as an expression of love. The new advertising reflects these findings and was created to appeal to the growing numbers of Latinos in the United States.

In "Dragon-Slayer," a glass of chocolate milk and a father's soothing presence calm a young boy who is having trouble sleeping.

In "The Secret," a young, athletic girl discovers, over a glass of milk, that her grandmother is still a champion.

Unlike the popular GOT MILK? campaign, which is based on humor, satire and milk deprivation, the new Hispanic advertising honors the values of family and highlights the role that milk plays.

"These milk spots are unique to the Latino market," said Manning. "These commercials not only convey that milk is essential for a healthy body, but also reinforce the strong emotional bond between Latinos and their children."

The "Familia, Amor y Leche" campaign was created by Anita Santiago Advertising from Santa Monica, Calif.

The California Milk Processor Board was established in 1993 to make milk more competitive against the assaults of soft drinks and other nonalcoholic beverages. The Board has had an integrated Hispanic marketing effort in place since 1994.

It is funded by all California milk processors and administered by the California Department of Food and Agriculture. For more information, call Roxana Lissa at 310/385-1697 or Jeff Manning at 510/883-1085.