• June 30, 2010

The California Milk Processor Board (CMPB) is, for the first time, distributing a 60-second TV spot on the dental benefits of milk that dentists throughout California will air in their waiting rooms.

The 60-second spot extends the CMPB's "Mootopia" campaign on the beauty benefits of drinking milk. The campaign -- featuring a fictive milk-enhanced paradise of bored dentists and beautiful people -- is on TV, online and grassroots advertising and events in California. 

The new ad features a Mootopian dentist who can't entice people to visit his office, even with free cleanings. The spot ends with the voiceover: "Healthy teeth. Loved by nearly everyone in Mootopia."

  More than 150 dental offices will air the spot. Key California markets include Los Angeles, San Francisco/San Jose, Sacramento, San Diego, Fresno, Bakersfield, Santa Barbara, Monterey/Salinas and Chico/Redding, per the CMPB.