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The Cowsills, the popular singing family group, will "sing out" for milk and dairy products for the next year, according to an exclusive contract signed with them by the American Dairy Association. Starting this fall, the group will be featured in selected markets throughout the country in ADA commercials on television and radio, in print ads and billboards, and in personal appearances at various dairy meetings.
ADA's contract with The Cowsills, which, with options, runs through 1971, follows the association's policy of promoting milk with leading personalities in the entertainment field. In the past, American Dairy Association, the largest non-brand promotion organization in the United States, representing some 250,000 dairy farmer members, has sponsored the Walk Disney's Mickey Mouse Club, Bob Crosby, Lawrence Welk, Perry Como and Dinah Shore.
Current promotions of ADA feature George (Big Lift) Gobel, Hugh Downs on the "Today Show" in selected markets, and "The Energetics," a quartet of two boys and two girls who sing and dance and dramatize the energy-giving qualities of milk.
The Cowsills comprise nine members of one family, from father Bud and mother Barbara to the youngest of their children, 8-year-old Sue. Since the success of their first million-selling single recording, "The Rain, the Park and Other Things," the group has enjoyed an unprecedented rise in popularity.
The group has appeared on major television shows including the Ed Sullivan Show and the Kraft Music Hall.
ADA's contract with The Cowsills grew out of the interest by dairy farmer members of the association, who had seen the singing family on TV and suggested that the group might be a living symbol of the vitality associated with dairy products.
It is expected that the widespread popularity of The Cowsills with youngsters of all ages and the all-American image of the family, will help to increase the sale and consumption of dairy products.
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