Holy mustache, Batman! Now you're drinking milk!

Thompson, Stephanie
February 2000
Advertising Age;2/14/2000, Vol. 71 Issue 7, p14
Trade Publication
This article reports on the advertising partnership between DC Comics, Warner Bros. Consumer Products, the National Fluid Processor Education Program and Dairy Management Inc. as of February 2000. The year-long, $2 million partnership kicks off with a debut of Superman and Batman bearing milk mustaches in April through July 2000 issues of about 20 kid and teen magazines. Superman also will be featured on billboards beginning in May. Meanwhile, Warner Bros. is custom publishing a magazine, entitled Adventures With the DC Super Heroes, that will be distributed free with the purchase of 2 gallons of milk in more than 15,000 supermarkets nationwide. To attract mothers, the magazines will be wrapped with $100 in coupons for products from Warner Bros. and its tie-in partners such as Best Western International and Fruit of the Loom.


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