Dark Angel Star Soars to New Heights

Business Wire, Feb 6, 2002

Business Editors & Entertainment Writers

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WASHINGTON--(BUSINESS WIRE)--Feb. 6, 2002

Jessica Alba Smiles Bright with a Milk Mustache

Jessica Alba, known for her leading role on the hit TV show "Dark Angel," flew into the spotlight to help bring teens out of the dark about the importance of calcium as she becomes the latest celebrity of the "got milk?"(R)/Milk Mustache campaign.

Debuting in the February 8 edition of Entertainment Weekly, Jessica's ad reads, "No tall tale. About 15% of your height is added as a teen and milk helps make the most of it. Got milk?"

Alba's ad is sure to be a big hit with the nearly nine out of 10 teenage girls and seven out of 10 teenage boys who fall short of meeting their daily calcium requirements.

"It's alarming that teens aren't getting enough calcium at a time when 15 percent of their adult height is added," said Kurt Graetzer, CEO of the "got milk?"(R)/Milk Mustache campaign. "From partering with teen role models like Jessica Alba to introducing new milk flavors and packaging, the milk industry is communicating to teens the importance of incorporating calcium-rich milk in their diets."

The National Academy of Sciences recommends teenagers get at least 1,300 milligrams of calcium per day to maintain bone strength, the equivalent of at least four 8-ounce glasses of milk.

Milk is packed with nine essential nutrients to help teens perform their best. With so many new flavors to choose from in convenient, portable containers, teens find it easier than ever to make sure they "got milk" wherever they go.

For more information on the benefits of drinking milk and the "got milk?"(R)/Milk Mustache campaign, log on to www.whymilk.com.

The National "got milk?"(R)Milk Mustache Campaign is jointly funded by America's milk processors and dairy farmers: the National Fluid Milk Processor Promotion Board in Washington, D.C., and Dairy Management Inc., Rosemont, Illinois. The goal of the multi-faceted campaign is to educate consumers on the benefits of milk and to raise milk consumption. A series of educational brochures is available by visiting the milk Web site at www.whymilk.com. Bozell New York is the creative agency for The National "got milk?"(R)Milk Mustache Campaign.

The tagline "got milk?"(R) was created for the California Milk Processor Board by Goodby Silverstein & Partners and is licensed by the national milk processor and dairy producer groups.

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