California Milk Advisory Board Launches New Ad Campaign

The California Milk Advisory Board (CMAB) has launched a new integrated advertising campaign focused on the diverse locations and foods produced by the state’s dairy industry.

Entitled California Freestyle Volume II: The Remix, the initiative features three new music tracks and videos each showcasing the people, cultures and geographic landscapes seen throughout California. 

Videos of varying lengths (30 seconds, 15 seconds and 06 seconds) in English and Spanish tap into a different musical genre to share the story of Real California Milk. From country to reggaeton to latin pop, each music video features lyrics paying homage to the original California Freestyle track with a new twist and setting. Individual videos end on an animated, album-art inspired stage to bring home the “Living in the Golden State” tag line.

“California is a special place to live, eat and enjoy dairy and the Remix campaign brings these elements together in three catchy musical and visually rich executions,” said John Talbot, CEO of CMAB. “This evolution of California Freestyle continues to connect with consumers. What really makes these new spots ‘sing’ are the decadent dairy dishes – from chicken and waffles and popcorn dripping with melted California butter to nachos, fries and pizza loaded with gooey California cheese.” 

California Freestyle kicked off in April 2022 with the first-ever music record made of California cheese and a title track video debut during the Grammys broadcast in California. All three videos are available at YouTube.com/RealCaliforniaMilk.