The Entertainment Weekly advertisement poster was printed in the USA in 1996. The campaign was released in conjunction with the release of the 1996 Phantom movie featuring Billy Zane playing the part of the Phantom and Kristy Swanson as Diana Palmer.

The Entertainment Weekly double sided advertisement poster is printed on heavy stock paper in color measuring 12” x 18”. On the front of the advertisement we see Billy Zane as he was featured in the Milk Mustache campaign, wearing the Phantom costume as seen in the Phantom movie with the tagline ‘Milk – What a surprise!’.

At the base of the front of the advertisement poster we read:

After a grueling day of defending the earth from piracy, greed and cruelty, I just can’t wait to get home, kick back, and pour myself a drink. Of milk, that is. With nine essential nutrients that help make me strong, like protein, calcium and vitamin D, it’s the beverage of choice for most superheroes.

On the back of the Entertainment Weekly advertisement poster is an offer for a subscription for the Entertainment Weekly magazine. The offer entails 28 magazine editions for a discounted price of $19.99 when a milk purchase receipt is posted to an address in Tampa, Florida, USA. Cheque payment and address information are also required to be posted.

The Milk Mustache campaign was highly successful (both in USA and internationally) and became iconic over time, even copied by other industries in their own advertisement campaigns. The campaign ran for 20 years, coming to an end in early 2014.

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