• April 16, 2007

The California Milk Processor Board is milking its "Got milk?" theme for all it's worth with a TV and online campaign that takes the liquid to a new place: inside the glass holding it.

Seven ads portray a family trying to get into "Fort Fridge," where the world's last glass of milk is held. The tongue-in-cheek ads have led to a Fort Fridge tour to California cities, where consumers can win $5,000 a year's worth of milk.

The online Get the Glass for Cash contest, which finishes in May, 30 high-scoring players will compete in the real world by placing a hand on a Plexiglas case holding a glass of milk. Whomever keeps a hand on longest wins $5,000 and other prizes.

The new "Get the Glass" ads, by Goodby, Silverstein & Partners, San Francisco, broke in March and will run through the year.