Kermit the Frog Leaps At the Chance to Sport a Milk Mustache; Muppet Star Is The First Frog Featured in Celebrity Ad Campaign

Business Wire, May 25, 1999

WASHINGTON, D.C.--(BUSINESS WIRE)--May 25, 1999--

Kermit the Frog, international superstar of film and television, is making his milk mustache ad debut. He is the first celebrity frog to wear the coveted `stache in an ad.

The legendary green variety show host, known for his overwhelming optimism as leader of the Muppet gang, will first appear in the May 31 issue of Time magazine. Kermit the Frog leapt at the opportunity to tell adults that milk is packed with nine essential nutrients, including calcium and vitamin D, which can help keep bones strong and healthy and help prevent osteoporosis. Kermit the Frog's new ad reads:

Milk isn't just for tadpoles. Did you know 3 out of 4 adults don't get enough calcium? It takes at least three glasses of milk a day. I always keep some at my pad.

"In a light-hearted way, these ads communicate there are some things you never outgrow, like the need for calcium," says Kurt Graetzer, CEO of the Milk Processor Education Program. "Your bones can continue to grow in density and strength until about age 35. So, it's critical to get enough calcium to help keep them strong."

Whether dressed for a night on the town or just hanging out at your pad, drinking milk is important. But here's the jumper -- seven out of 10 men and nine out of 10 women in the United States fall short of the daily 1,000 mg of calcium recommended by the National Academy of Sciences. In fact, 40 percent of Americans consume less than one glass of milk a day.

Although "it's not easy being green," Kermit the Frog knows that it is easy for adults to get the calcium they need. Drinking at least three 8-ounce glasses of milk a day helps give you the calcium you need to help keep you and your bones feeling "inspirational, celebrational" and. . .operational.

The 'got milk?' Milk Mustache marketing campaign is jointly funded by the nation's fluid milk processors and America's dairy farmers. The multi-faceted campaign was initiated to educate consumers and correct misconceptions about milk. A series of educational brochures for consumers is available by calling 1-800-WHY-MILK or by visiting the milk Web site at http://www.whymilk.com.

'got milk?' is licensed by Dairy Management Inc. (DMI). DMI and state, regional and international organizations manage the American Dairy Association, the National Dairy Council and the U.S. Dairy Export Council.

The MilkPEP program was developed under the guidance of the National Fluid Milk Processor Promotion Board, an organization funded by U.S. milk processors.