Marketing group 'milking' Cal's television toast

November 22, 1991|By Kevin Thomas | Kevin Thomas,Evening Sun Staff

Cal Ripken sure had it right when he toasted his selection as American League Most Valuable Player Tuesday with a champagne flute filled with milk.

"The milk people are going to love this," Ripken exclaimed.

Boy, did they ever.

Less than 48 hours after the Ripken tribute, the wholesome toast was being re-aired in local television and newspaper advertisements sponsored by the Mid-Atlantic Milk Marketing Association [MAMMA], which is based in Towson.

W.B. Doner, a Baltimore advertising agency and MAMMA's publicist, produced the ads after its executives saw the Ripken toast on Tuesday and immediately recognized its potential.

"As soon as they saw [the toast] they started calling each other and said, 'Can you believe this. It's like a dream come true,' " said Amy Elias, a spokeswoman for Doner.

The television ads show the toast twice -- the second time in slow motion -- and then congratulate Ripken on his MVP selection. The final segment shows the MAMMA logo.

Elias explained the low-key emphasis on the milk association: "It's Cal's moment, not theirs. But they didn't want it to go by without recognizing it."

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