• July 1, 2009

The California Milk Processor Board, creator of Got Milk?, is launching a viral "video poems" campaign, targeting bilingual 18- to 24-year-old Hispanics.

The effort, via Grupo Gallegos, involves three 45-second video poems that are intentionally cheesy, sappy and ironic to illustrate milk's salubrious influence on skin, teeth, hair and general health. The videos are on social networking sites including Facebook, YouTube, Migente.com and Quepasa.com.

Each mock-romantic poem concludes with the line: "No one writes poems about..." as a reminder of the power of milk to contribute to health and beauty.

The first poem, touting the importance of drinking milk for strong, healthy, shiny teeth, is an ode to the smile of a woman who, without the "wonder tonic," is left with teeth "as yellow as the radiant sun."

Her lover proposes permanently erasing the image of her unsightly teeth by sealing her mouth with an eternal kiss. The poem ends with the tagline, "No one writes poems about ugly teeth... Inspire them...TOMA LECHE."--Karl Greenberg