2024 September Board Book

Sustainability Video Series: Upcycling Continuing the consumer-facing Sustainability series, CMAB launched the “Natural Intelligence” Upcycling video in June, addressing the environmental benefits of using upcycled agricultural material as nutrient-rich cow feed. The campaign resonated well with our audience, garnering 8.3 million views across English and Spanish Language. We will have the completed wrap-up report available at the end of August or early September. Work continued on the next Sustainability video focusing on Water Usage, which is set to launch in mid-August. This video highlights the water-smart practices of our California dairy farmers, who are committed to reusing water for maximum efficiency. This campaign includes online video, OOH, and audio placement on Spotify, and will run in Los Angeles, San Diego, and Sacramento. 2024 California Freestyle Campaign We wrapped up the California Freestyle 2.0 video campaign in June with the top-performing music genres, Country and Reggaeton. Our latest iteration of the California Freestyle campaign, The Goodness is Real, launched in July during the Olympics across TV (NBC and Telemundo) and streaming (Peacock) to leverage that cultural moment in media and extraordinary audience ratings (+77% over Tokyo). This campaign emphasizes the goodness we all feel when we have products made with Real California Milk, where the goodness is so real, we can’t help but move. All new The Goodness is Real videos will live across TV, streaming, social platforms, and YouTube. We kicked off the campaign with the Diner and Family videos on TV, and then in Q4, we will add the Office video into the mix.