Mar 16, 2004/FW/ --- Number one best-selling author and nationally syndicated daytime TV series host Dr. Phil McGraw has been an outspoken leader in the fight against obesity.

Now McGraw, author of New York Times best-seller, "The Ultimate Weight Solution: The 7 Keys to Weight Loss Freedom," will be drinking on a milk mustache to demonstrate why lowfat or fat free milk should be an important part of any weight loss plan.

One of the first celebrities to tackle the nation's obesity issue, Dr. Phil's ad educates consumers on the latest research that suggests getting 24 ounces of milk in 24 hours could help them lose more weight than reducing calories alone.

His entire fee to appear in the Milk Mustache ad will go to the Dr. Phil Foundation to help in the fight against childhood obesity.

Research suggests the unique combination of calcium and protein in milk may not only help promote the loss of body fat but also maintain more muscle - which is important when controlling weight. Published in leading journals, studies indicate calcium is part of the body's natural system for burning fat while protein is essential for building and keeping muscle.

The ad, which will debut in the Friday, April 2, 2004 issue of USA Today, reads: "Get Real. About losing weight. Can you believe that drinking milk could help you lose weight? Well, new studies suggest that getting calcium and protein from lowfat or fat free milk could help you lose more weight than by just reducing calories. Those studies suggest 24 ounces every 24 hours. For more information, visit healthyweightwithmilk.com and drink up."

"One of the mistakes people make when trying to lose weight is they stop drinking milk, despite research that suggests lowfat and fat free milk may help support the healthy weight loss process," says McGraw. "When you drop milk from your diet, you are not only potentially hindering your success in losing weight, but you are depriving yourself of important nutrients your body needs, like calcium and protein."

"Dr. Phil's no-nonsense approach to helping people lose weight, combined with his popularity and well-regarded advice make him a great fit for a milk mustache ad to convey this important message," says Kurt Graetzer, CEO of the "got milk?"/Milk Mustache campaign. "Milk can help you lose weight as part of a healthy diet."

For more information on the benefits of drinking milk and to view the new Dr. Phil Milk Mustache ad, log onto www.healthyweightwithmilk.com.