Official Press Release
Alfred E. Neuman, MAD Magazine's irreverent icon known for his gap-toothed grin, will sport a full set of pearly whites and a milk mustache on the back cover of the February edition of MAD Magazine. Neuman's milk mustache ad highlights calcium's important role in building strong bones and teeth. The ad copy reads: 'got milk?' It's got calcium, which is great for strong bones and toothy product endorsement smiles
"From partnering with teen icons like Alfred E. Neuman, to introducing new milk flavors and packaging, the milk industry is communicating to teens that calcium-rich milk is an important part of their diet at a time when about 15 percent of adult height is added," said Kurt Graetzer, CEO of the Milk Processor Education Program.
The ad targets teenage boys who, on average, fall short of the daily calcium recommendations needed to help build strong bones. According to the National Academy of Sciences, teenagers need 1,300 mg of calcium a day. Yet, only 32 percent of teenage boys consume at least four 8-ounce glasses of milk or a Milk Group equivalent each day, according to USDA statistics.
"Alfred E. Neuman is an American icon that is perfectly paired with Milk," said Joel Ehrlich, Senior Vice President, Advertising and Promotions for DC Comics and Warner Bros. Consumer Products. "Combining the humor inherent with this character and the virtues of the healthy beverage to create a worry-free campaign is a great way to spread the message and reach fans nationwide."
The irreverent American icon will be part of a multi-faceted, year-long promotional cross-licensing agreement between DC Comics, Warner Bros. Consumer Products and the got milk?/Milk Mustache campaign. The print advertisement will debut in the February issue of MAD Magazine, which hits comics specialty shops on January 23.
A unique Milk Mustache e-card featuring this new Alfred E. Neuman ad is now available online. This free, fun card can be emailed by logging onto www.whymilk.com. The Web site also gives visitors the opportunity to download a copy of the ad.