National Dairy Campaign, Got Milk?, to Extend to Assorted Food and Non-Food Items

January 6, 2014, New York, NY., – Beanstalk, a leading brand licensing agency and consultancy, has signed the famous Got Milk? brand for representation. Beanstalk will leverage the brand’s 90% awareness level to extend the trademark to both food and non-food products.  The goal of the program is to drive awareness of Got Milk?, increase fluid milk consumption, as well as to ensure that drinking milk is top of mind for consumers in the non-dairy aisles of retail.  While the licensing program is targeted at all consumers, the primary focus is families with children.

The Got Milk?  brand was established as an advertising campaign by the California Milk Processor Board in 1993.  These innovative advertisements by Goodby Silverstein & Partners have since become one of the most successful and popular campaigns in the history of advertising and branding.

Beanstalk has secured the first license agreement for Got Milk? in the food category with licensee, Got Snacks?.  Got Snacks? will launch a collection of Got Milk? packaged foods, which includes packaged cookies, biscuits, wafers, ready-to-eat cereals and donuts across all major retailers in the United States and Canada in 2014.  They will also develop chocolate bars and boxed chocolates. Additionally, Beanstalk will work with current Got Milk? licensee, Magic Straws, LLC., to help continue the expansion of its existing line of Got Milk? branded flavored straws that launched in early 2011.  To further develop the Got Milk? program, Beanstalk will seek additional partners in the food, gift, novelty and publishing categories.

Steve James, Executive Director of The California Milk Processor Board, says, “The California Milk Processor Board is delighted to be partnering with Beanstalk to extend one of the most beloved and iconic brands in advertising history across a wide range of new and unexpected products and places.”

Allison Ames, President of North America at Beanstalk, comments, “We are excited about the opportunity to license one of the most acclaimed and well-recognized advertising campaigns of the past two decades, Got Milk?, into a line of consumer products for fans of all ages to enjoy.  Beanstalk will work with The California Milk Processor Board to create an innovative licensing program and appoint a network of dedicated licensees to bring the pop culture icon to life.”

About The California Milk Processor Board The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California.  Awareness of Got Milk? is over 90 percent nationally and it is considered one of the most important and successful campaigns in history.  Got Milk? is a federally registered trademark that has been licensed by the national dairy boards since 1995.  The CMPB’s Spanish-language campaign began in 1994 using the tagline “Familia, Amor y Leche” (Family, Love and Milk).  The TOMA LECHE (Drink Milk) campaign replaced it in 2006, following a growing trend in Hispanic food advertising that uses wit and humor to reach audiences.  The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.

About Got Snacks? Based in New York City, Got Snacks? is a marketing and distribution company with a focus on developing a complete assortment of baked packaged goods including, chocolate chip cookies, cream-filled cookies and snack foods. The company has manufacturing resources throughout the globe, including the United States, Canada, the European Union and India. Got Snacks? has established marketing and distribution partnerships with major retailers throughout North and South America, and has over one million square feet of distribution facilities in these markets.

About Magic Straws, LLC. Magic Straws, LLC. is headquartered in Minneapolis, Minnesota, and focuses on beverage modification and innovation through its unique method of delivering flavor to beverages through a straw. Since its launch in 2008, Magic Straws have become a vital solution for parents and caregivers nationwide seeking a flavorful and healthy way for children to get the essential nutrients from milk. Magic Straws distributes its milk flavoring straws to retailers throughout the United Stated under the iconic Got Milk? brand. To learn more visit magicstraws.com.

About Beanstalk Beanstalk, a global brand licensing agency and consultancy, extends brands through the strategic and creative development of licensed products. The company works with corporate brands, celebrities, entertainment properties, and other high-profile clients to leverage licensing as a strategic tool to enhance brand awareness, increase consumer touch-points, and generate revenue. Beanstalk also offers a breadth of additional licensing services including consulting, direct-to-retail program management, license acquisition for manufacturers and royalty auditing. The company is headquartered in New York, with offices in London, Los Angeles, Miami, and Hong Kong, and affiliates throughout the world.  For more information, please visit www.beanstalk.com. Beanstalk is a part of Diversified Agency Services, a division of Omnicom Group Inc.

About Diversified Agency Services Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE:OMC) (www.omnicomgroup.com), manages Omnicom's holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.

About Omnicom Group Inc. Omnicom Group Inc. (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.