California Milk Processor Board

W. Stephen James - Executive Director

Grupo Gallegos *Lead Agency

Pablo Buffagni - CCO
Montse Barrena - Group Director, Mktg. Solutions
Curro Chozas - Assoc. Creative Director
Sharon Cooper - Assoc. Media Director
Saul Escobar - Assoc. Creative Director
Chris Mellow - Digital Director
Luis Miranda - Strategy & Innovation Director
Juan Oubina - Creative Director
Kymberly Spector - Acct. Director

With Hispanics already consuming high levels of milk, how much further could we milk the saturated occasion of breakfast? We needed to venture beyond the traditional occasion. The solution was to tap into an age-old and accepted benefit of milk: a glass before bed helps you sleep better. By reviving the ritual of the parent/child bedtime moment with a glass of milk, we set about creating a new occasion and in the process delivered a new avenue for growth. Milk was the hero for more family moments and sleeping soundly.