Full program information will be available soon, but here's a preview of what's to come:

Chocolate Milk. The Official Drink of Halloween
October 2006
This retail feature ad incentive program is dark, delicious and chilled to thrill! Celebrating Chocolate milk gives Moms a chance to bring home a healthy treat for her kids and help you boost sales during this fun and popular holiday. Contact your processor to sign up, but hurry! Sign up closes July 24. View the Drug and C-store sell sheet

24/24 Milk Your Diet. Lose Weight!
January 2006
Backed by strong consumer support for this initiative in 2005, the "24/24 Milk Your Diet. Lose Weight!" program will expand next year, introducing teens to the role milk plays in maintaining a healthy weight. Much like this year's program, the 2006 effort will combine advertising, public relations and in-store promotions for maximum impact.

Wake Up to Weight Loss
January 2006
Launching during the traditional New Year's "diet season," MilkPEP's "Wake Up to Weight Loss" initiative will encourage consumers to include milk at breakfast and "milk their diet" throughout the day. MilkPEP will spread this message to consumers through in-store POS materials, advertising on mom-friendly TV shows and in magazines, a celebrity spokesperson to help spread the word, a consumer online sweepstakes and public relations efforts. Other tactics include working with several breakfast partners, an online breakfast club to further motivate consumers to lose weight and Spanish-language POS materials and advertisements.

Celebrating Weight Loss Success
March 2006
During the pre-summer "shape-up" season, MilkPEP will put the spotlight on women who excelled in this year's "Great American Weight Loss Challenge." The program, "Celebrating Weight Loss Success," will include in-store POS materials, advertising on mom-friendly TV shows and in magazines, a consumer promotion, public relations efforts and Spanish-language POS materials and advertisements. The Milk Mustache Mobile's 2006 tour will also visit 100 cities to promote the second Great American Weight Loss Challenge.

Body by Milk
August 2006
MilkPEP plans to reach out to teens through its new "Body by Milk" program, which brings milk's healthy-weight message to teens in a relevant and positive way. Launching during back-to-school season, the program will include in-school merchandising, a contest to find the schools with the healthiest students, advertising in teen publications and retail POS materials. The program will encourage teens to use milk UPC codes as currency at an online auction where they can buy cool stuff, like sportswear, electronics and jeans.

At retail, you can participate in Body by Milk's feature ad incentive program, which rewards you with prizes for milk feature ads. Plans are still in development, but check this site in March for full details.

Role Modeling Healthy Weight
August 2006
To raise awareness of the importance of kids maintaining a healthy weight, MilkPEP will sponsor a "Role Modeling Healthy Weight" program for moms, which will include holding a Mother/Daughter Healthy Weight Summit in Washington, D.C. in August 2006.