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.