LAST CALL: Montgomery has a cheesy strategy to promote CMAB

Lactose intolerants beware - R.C. Cheeseman is on the loose

again.



San Francisco agency the Montgomery Group has re-introduced the

deliberately "cheesy" character to represent a promotion for the

California Milk Advisory Board (CMAB).



The retro dude spokesman appeared at parades and on TV suited up in a

letterman jacket, plastic ducktail hairpiece, yellow sneakers, and his

own specially wrapped PT Cruiser.



"He's great with kids," explains Robin Savinar, account executive at the

Montgomery Group.



The munster man, she says, traveled throughout California and Nevada

creating local exposure for the promotion.



Too bad the trip couldn't be more international We're willing to bet

Californians and Nevadans didn't give him half the welcome he might have

gained from the Swiss.



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