MAD Magazine’s Alfred E. Neuman To Sport Full Smile In Support Of Milk

(January 8, 2002 – Burbank, CA) – Alfred E. Neuman, MAD Magazine’s irreverent icon known for his gap-toothed grin, will sport a full set of pearly whites and a milk mustache in the February edition of MAD Magazine. Neuman’s milk mustache ad highlights calcium’s important role in building strong bones and teeth. The ad copy reads: ‘got milk?’ It’s got calcium, which is great for strong bones and toothy product endorsement smiles “From partnering with teen icons like Alfred E. Neuman, to introducing new milk flavors and packaging, the milk industry is communicating to teens that calcium-rich milk is an important part of their diet at a time when about 15 percent of adult height is added,” said Kurt Graetzer, CEO of the Milk Processor Education Program. The ad targets teenage boys who, on average, fall short of the daily calcium recommendations needed to help build strong bones. According to the National Academy of Sciences, teenagers need 1,300 mg of calcium a day. Yet, only 32 percent of teenage boys consume at least four 8-ounce glasses of milk or a Milk Group equivalent each day, according to USDA statistics. “Alfred E. Neuman is an American icon that is perfectly paired with Milk,” said Joel Ehrlich, Senior Vice President, Advertising and Promotions for DC Comics and Warner Bros. Consumer Products. “Combining the humor inherent with this character and the virtues of the healthy beverage to create a worry-free campaign is a great way to spread the message and reach fans nationwide.” The irreverent American icon will be part of a multi-faceted, year-long promotional cross-licensing agreement between DC Comics, Warner Bros. Consumer Products and the got milk?®/Milk Mustache campaign. The print advertisement will debut in the February issue of MAD Magazine, which hits newsstands on January 15, 2002. A unique Milk Mustache e-card featuring this new Alfred E. Neuman ad is now available online. This free, fun card can be emailed by logging onto www.whymilk.com. The Web site also gives visitors the opportunity to download a copy of the ad. The National "got milk?"® Milk Mustache Campaign is jointly funded by America's milk processors and dairy farmers: the National Fluid Milk Processor Promotion Board in Washington, D.C., and Dairy Management Inc., Rosemont, Illinois. The goal of the multi-faceted campaign is to educate consumers on the benefits of milk and to raise milk consumption. A series of educational brochures is available by visiting the milk Web site at www.whymilk.com. Bozell New York is the creative agency for The National "got milk?" ® Milk Mustache Campaign. The tagline "got milk?"® was created for the California Milk Processor Board by Goodby Silverstein & Partners and is licensed by the national milk processor and dairy producer groups. MAD Magazine is America’s longest-running humor publication. Founded by Bill Gaines in 1952, MAD has inspired generations of irreverent fans with its ridiculing of politicians, movies, television and modern life, and with popular characters such as Alfred E. Neuman and Spy. Vs. Spy. Whether in print, on television, film or on the web at madmag.com, MAD remains one of the favorite American icons. MAD Magazine is owned by E.C. Publications, Inc. DC Comics, a division of Warner Bros., an AOL Time Warner Company, is the largest English-language publisher of comics in the world and home to such iconic characters as Superman, Batman, Wonder Woman and the Sandman. These DC Super Heroes and others have starred in comic books, movies, television series (both animated and live-action) and cyberspace, thrilling audiences of all ages for generations. DC Comics’ website is located at www.dccomics.com. Warner Bros. Consumer Products is a division of Warner Bros., an AOL Time Warner Company, and is one of the leading licensing and retail merchandising organizations in the world. # # #