"Our celebrities usually sign up for the ads and that's it," said Yvette Regalado, an AE working on the campaign from integrated marketing firm Siboney USA, the Hispanic AOR for got milk? "But [Herrera] is also the face of this sweepstakes."
The focus of this got milk? campaign is on mothers, and explaining that low-fat and fat-free milk have the same number of nutrients as whole milk. Herrera is the biggest Hispanic celebrity the campaign has worked with, and Siboney is telling that message, and promoting the contest, to Hispanic media outlets like Telemundo and Univision. Online, the campaign has a Web site and consumers can sign up for the sweepstakes on a microsite.
Got milk? general market AOR Weber Shandwick is also overlaying on the Hispanic effort, and a separate general market version of Herrera's campaign will launch later this year. This is the first time the Hispanic side has taken the lead of a got milk? campaign, Regalado said.