The Milk Industry Development Fund unveiled Monday its newest advertising push for the island’s Grade A product, spending $1.2 million to deliver the message that fresh milk is a fun part of being healthy.
The campaign, which features the slogan “Diversión” (“Fun”), consists of three 30- and 45-second commercials to air on television, movie theaters and radio over the next year. Producing the ads cost $300,000, with the rest going toward the mass media outlets airing them.
Some 200 people were involved in the eight-week production and filming process, which featured locations in Yabucoa, San Juan, San Germán, Cabo Rojo, Hato Rey and Río Piedras.
“We are very pleased with the ads produced. The response from those who have seen the work has been fantastic,” Fund Executive Director Juan Pedró, said. “We hope that consumers will accept them the same way. For us it is tradition that all work be done in Puerto Rico to support Puerto Rican industries and invest the money in our economy.”