"Milk Mustache" Campaign Lands on iVillage

Bozell Worldwide extended its well-known celebrity milk mustache print campaign to the Internet in a deal with women’s network iVillage.

The nation’s milk processors and producers via Bozell are participating in the “Community Challenge” program at iVillage.com. The program developed in partnership is a tool for women giving concrete steps toward improvements in their health. Terms of the partnership were undisclosed.

The co-branded programincorporates multiple interactive and community elements to inform and inspire women to change their nutritional habits and reach their daily calcium requirement by drinking at least three glasses of milk per day.

As a core component, iVillage.com customized its “Community Challenge” behavior-modification program into a four-week “Drink 3” Challenge. This programming module guides members through weekly chats, email reminders and lively message boards to support one another with creative ways to get into the habit of drinking three glasses of milk per day.

“The Milk Mustache program is an education campaign women can believe in, one that makes a lot of sense in this community context,” said Nancy Evans, co-founder of iVillage.com

In an additional element of the program, Milk is sponsoring an enhancement of iVillage.com’s “Personal Health Report.” This interactive health-management tool now provides members with a customized and confidential assessment of their risk for osteoporosis, based on lifestyle and heredity.

“I view this as a great model for advertising on the Internet. It combines content sponsorship, relevant editorial linkage, online promotion, integration with other marketing initiatives and banners, plus a partnership mentality that is crucial to making it happen,” said Peter Gardiner, senior partner and media director of Bozell Worldwide.

The new initiative will capitalize on one of the most successful advertising campaigns ever by debuting an interactive Milk Mustache tool. iVillage.com members will be able to draw a mustache on a scanned picture of themselves — or their kids — which they can then print, or send to a friend.