MilkPEP - National Campaign - Hispanic Platform

National Campaign › Hispanic Platform

Hispanic: más leche, más logro

Hispanic Moms – Bienestar

For 2009, the MilkPEP wellness platform extends seamlessly to the Hispanic market. Bienestar (“wellness”) is the message we are targeting to Hispanic moms, and it is directly tied to her family’s well-being. Family, health, nutrition and happiness are all things that encompass Bienestar. For Hispanic women, Motherhood is a key component of a well-lived life and, thus, moms see themselves as the guardians of their family’s bienestar.

Milk, the The Bienestar Drink kicks off in January with a major, integrated wellness launch event will help set the stage for the powerful Bienestar messaging. MilkPEP will launch Bienestar with an exciting new partnership with Univision’s Entérate, the network’s public health initiative to educate the Hispanic community about better health choices. Through this partnership, Dr. Aliza Lipshitz, long-time MilkPEP spokesperson, will be featured in three branded vignettes throughout the year, each focusing on a different milk benefit; and two non-branded PSAs focusing on overall nutrition and highlighting milk. A Hispanic Wellness Study will be released and public relations will be used to leverage Dr. Aliza’s star power.

New TV and print campaigns will also debut with the new Bienestar message. The new messaging highlights milk’s benefits beyond calcium and protein, providing Hispanic moms more reasons for choosing milk. Focus will be kept on white milk but flavored milk will also be promoted, especially during the popular Halloween promotion.

Visit each promotion for more information and to sign up to participate.