It's no secret that great milk comes from Happy Cows, and Happy Cows come from California. Cows from around the country and the globe have caught on and will have the chance to audition to become the next California Happy Cow, joining the ranks of Diane, Janice and Sadie. Thanks to the latest advertising campaign from the California Milk Advisory Board (CMAB) and Deutsch LA, consumers can cast their votes online for the cow they deem most worthy of the illustrious Happy Cow title.
Philosophie
For the first time in Happy Cows history, consumers can interact with the campaign and vote online for their favorite cow character at RealCaliforniaMilk.com. The voting function on the Web site will be live from October 13, 2008 to September 30, 2009, and the aspiring Happy Cow with the most votes will be revealed to viewers online in October 2009.
Problème
"It just seemed like the next logical step in a totally illogical world. If the cows are happier in California, then it just seemed to make sense that cows from everywhere else be clamoring to come here," Said Eric Hirshberg, President, Chief Creative Officer. "The reality show audition tape format is something everyone can relate to. From American Idol to online dating services, people are used to seeing other people pitch themselves like this. Why would our fictitious bovine friends be any different?"