DC Comics’ Super Heroes Batman And Superman To Star In Milk Mustache/Got Milk? Campaign

(February 15, 2000 – Burbank, CA) – DC Comics’ Caped Crusader™ and Man of Steel™ have joined forces with America’s Dairy Farmers and Milk Processors and will wear Milk Mustaches for a multi-faceted, year-long promotional alliance that includes a consumer-targeted promotion, sweepstakes program, custom comic book publishing program and an in-school campaign, through a promotional licensing agreement with DC Comics and Warner Bros. Consumer Products. The promotion was created with Bozell New York, the advertising agency for the Milk Processor Education program (MilkPEP) and Dairy Management, Inc. "We're very excited about pairing Batman and Superman with Milk. Milk is associated with wholesome all-American ideals and behavior and we believe that this attitude is the foundation of what motivates our characters to be heroes," said Joel Ehrlich, Senior Vice President – DC Comics and Warner Bros. Consumer Products. “For generations Superman and Batman have been heroes that kids aspire to, and we’re excited to work with Warner Bros. to add them to our Milk Mustache celebrity roster,” said Kurt Graetzer, CEO of the Milk Processor Education Program. “The Superman and Batman ads will help remind kids to drink at least three glasses of milk every day to get the calcium they need to help them grow up strong.” “DC Comics provides a powerful way to leverage the hugely popular appeal of Superman and Batman with the Milk Mustache campaign’s focus on health and nutrition,” said Peter Gardiner, Media Director of Bozell New York. “At the same time, this marketing program generates a unique, business-driving consumer premium at retail.” Print ads featuring Batman with a chocolate milk mustache will begin in late March. Ads will run in issues of Sports Illustrated for Kids, Electronic Gaming Monthly, Skateboard Magazine, Surfing, and DC Comics’ kid and teen comic books including Batman, Superman, Scooby-Doo and Looney Tunes. Superman Milk Mustache print ads will start appearing in April in the same publications. Nationwide outdoor advertisements featuring Superman are scheduled to begin in May, 2000. In early May 2000, consumers will be able to instantly receive a specially-created "Adventures with the DC Super Heroes" magazine free with the purchase of two gallons of milk. Large Superman-themed point-of-sale displays will hold 200 magazines in the milk aisle in 15,000 supermarkets and grocery stores nationwide. The Adventures with the DC Super Heroes Magazine will feature valuable coupons and discount offers from Warner Home Video, Warner Bros. Studio Stores, Best Western Hotels, Fruit of the Loom, Hasbro and Best Personalized Books. Editorial content includes articles on the Kids’ WB! hit animated series “Batman Beyond,” (a behind-the-scenes look at the world of Warner Bros. Animation), “The Super Heroes of Racing” with Jeff Gordon and Dale Jarrett, milk recipes and lots of activities and puzzles. DC Comics is overlaying the promotion with an exciting interactive program and sweepstakes in partnership with WB Online/AcmeCity. The Milk-Mustache – DC Super Heroes Sweepstakes can be entered by mail or online at dcmilk.com. After entering, visitors can build their own super hero website with Superman, Batman or Wonder Woman within AcmeCity. Sweepstakes grand prizes include trips for 4 to New York (“Adventure in Metropolis”), Warner Bros. Studios in Burbank (“Adventure in Gotham City”), and Beaches Turks & Caicos Resort & Spa in the Caribbean (“Adventure in Paradise”). One thousand 1st prizes – DC Super Hero Adventure Packs (valued at $100) include a home video, the Batman Beyond soundtrack, a collectable limited edition Robin statue, “Catwoman” for Color GameBoy and more! Ads for the sweepstakes will also run in DC Comics kids comic books and Six Flags Park Guides. Both Batman and Superman are being featured on more than two million bookcovers distributed in schools nationwide along with other milk-mustached celebrities starting February 2000. Additionally, March 2000 is Batman Month in approximately 20,000 elementary schools nationwide. Batman, Robin and Batgirl will encourage kids to drink chocolate milk as part of a healthy diet on in-cafeteria signs, posters and meal planners. The ‘got milk?®’ Milk Mustache marketing campaign is jointly funded by the nation’s fluid milk processors and America’s dairy farmers. The multi-faceted campaign was initiated to educate consumers and correct misconceptions about milk. A series of educational brochures for consumers is available by calling 1-800 WHY-MILK or by visiting the milk website at hhttp:www.whymilk.com. ‘got milk?®’ is licensed by Dairy Management Inc.™ (DMI) and the National Fluid Milk Processor Education Board. DMI and state, regional and international organizations manage the American Dairy Association®, the National Dairy Council® and the U.S. Dairy Export Council®. The MilkPEP program was developed under the guidance of the National Fluid Milk Processor Promotion Board, an organization funded by U.S. milk processors. Bozell New York is an $800-million agency with a roster of blue chip clients including The Andrew Jergens Company, Bank of America, Bell Atlantic Mobile, Bristol-Myers Squibb, Dairy Management, Inc., Datek Online, eyeglasses.com, The Islands of the Bahamas, Lorillard’s Youth Smoking Prevention Program, Lycos, MassMutual Financial Group, The Milk Processor Education Program (MilkPEP), The New York Times, and Unisys. Bozell New York is the flagship agency of Bozell Group, a top 20 consolidated U.S. agency with billings of $1.5 billion. Bozell Group is a unit of True North Communications Inc.(NYSE: TNO), a top global advertising and communications holding company. DC Comics is a division of Warner Bros., a Time Warner Entertainment company. Since 1938, DC Comics has created over 5000 characters, including the world’s most popular Super Heroes: Superman, Batman and Wonder Woman. These and other characters have starred in comic books, movies, television, TV-animation, the Broadway stage and cyberspace. Warner Bros. Consumer Products, a division of Time Warner Entertainment Company, L.P., is one of the leading and most diversified licensing and retail merchandising organizations which includes a vast library of intellectual properties and the Warner Bros. Studio Stores, including wbstore.com, our e-commerce website. With over 3,700 licensees, Warner Bros. Consumer Products licenses the rights to names, likenesses and logos for a variety of entertainment properties, categories, and Warner Bros. name icons that include Looney Tunes, Batman, Superman, Scooby-Doo, The Wizard of Oz, Friends, ER and its newest member, Harry Potter. # # #