The US Got Milk? campaign which features celebrities with a 'milk moustache' in a bid to promote consumption of the dairy product has taken a new direction with the launch of Got Milk? chocolate.
The campaign's creator, the California Milk Processor Board (CMPB), has licensed the popular trademark to the San Francisco Chocolate Factory for use in a new line of gourmet milk chocolates which will be sold throughout the US.
Presented in a collectible 3.5-ounce cow-themed metal tin, the chocolates retail for $2.99 each. The creamy speciality chocolate can also be purchased online directly through the company's website. Gift sets (containing six 3.5 ounce tins) are also available online.
"This partnership reinforces the fact that Got Milk? is more than an advertising campaign. It's a powerful property," said Jeff Manning, CMPB executive director.
The CMPB began its product licensing programme in 1995. The trademark has appeared on more than 100 consumer products, including teen and baby apparel, Barbie dolls, Hot Wheels racecars, kitchenware, cookbooks, pet items, porcelain dolls, costumes and Christmas ornaments, among others. In 1998, the CMPB licensed the tagline to the creators of the celebrity milk moustache campaign, the Milk Processor Education Program (MilkPEP).
This May, the San Francisco Chocolate Factory plans to expand its licensing deal with the CMPB to introduce Got Milk? white and milk chocolate bars through a manufacturing agreement with Brown & Haley, makers of Almond Roca.