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Main • #243

Kathy Smith

Release year:2007
Category:Main campaign
Collections:Main Campaign
Times published:0
Printed tagline:got milk?

Ad text

And one, and two, and three…

Glasses of milk. As a fitness expert, I can tell you that it's not just about exercise or what you eat. More and more women are discovering the importance of what they drink. Some studies suggest that drinking 24 ounces of lowfat or fat free milk every 24 hours as part of a reduced-calorie diet can be a healthy and effective way to lose weight. Visit 2424milk.com and you can look as great as you feel.

Notes

Main creative confirmed. Kathy Smith's own campaign announcement says the print campaign ran in Fitness, Self, Shape and Weight Watchers and launched in January; a second first-party announcement dates the broader $15 million campaign January-May. Exact individual issue dates remain unresolved.

Main image

Official 2007 campaign master — Kathy Smith

Rendered directly from Kathy Smith's surviving first-party 2007 campaign PDF; preserves full page, legal line, copy, product tie-in, Think About Your Drink mark and original got milk? artwork.

source / image page

Credits

Photographer / credited image source:Michael Muller
How certain the credit is:A — agency-side archive metadata
credit source

More images of this ad — click to enlarge

Main campaign ad

Format:Full ad creative· English

Direct full-size main ad verified from MilkAdMan's rebuilt high-resolution archive.

source / image pagedirect image
Visible text / transcription
Headline:And one, and two, and three.
Caption / body copy:Glasses of milk. As a fitness expert, I can tell you that it's not just about exercise or what you eat. More and more women are discovering the importance of what they drink. Some studies suggest that drinking 24 ounces of lowfat or fat free milk every 24 hours as part of a reduced-calorie diet can be a healthy and effective way to lose weight. Visit 2424milk.com and you can look as great as you feel.
Body-copy summary:Kathy Smith healthy-weight ad promoting 24 ounces of lowfat or fat-free milk every 24 hours as part of a reduced-calorie diet.
Slug / tagline:got milk?
Copyright:KATHY SMITH ©2007 AMERICA'S MILK PROCESSORS
Logos / marks:Kathy Smith Project: You Ultimate Sculpt DVD cover; Think About Your Drink campaign mark
URLs / phone numbers:2424milk.com
Other visible text:think about your drink. / Milk your diet. Lose weight!

Where it was published

No publication placement documented yet.

Official sources

USDA Report to Congress on the National Dairy Promotion and Research Program / National Fluid Milk Processor Promotion Program
Campaign year: 2007
Appendix G — Active, Weight Loss, and Healthy Weight Messages; Moms/Women
Credit:MilkPEP/Lowe Worldwide
Appendix G reproduces or identifies this creative as official MilkPEP material. This is source evidence, not a claim that the USDA report is the ad's original print placement.
official source

More sources

Kathy Smith official site — Importance of Milk
Date:2007 campaign announcement
States Kathy Smith joined the national campaign in January and that nationwide print advertising would run in key health/fitness publications including Fitness, Self, Shape and Weight Watchers magazines. Exact issue dates remain unresolved.
source
Kathy Smith / Lionsgate partnership announcement
Date:2007
States Smith headlined a $15 million 2007 Got Milk campaign with print, TV, web and grocery POS support from January through May.
source
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