Milk Promo Touts Beauty Benefits of Milk
The California Milk Processor Board is at it again, pressing its case to young people that milk is good to drink.
This time, the organization is targeting girls with stuff that will surely catch their attention: magazine covers, nail polish, compact mirrors and a rock band.
The promo centers on the rock star character White Gold, who was created as the spokesperson for the White Gold ad campaign, launched in April as the board’s first effort to target teens.
The rock star links up with his drummer and bassist, and the Calcium Twins to profess their love of and devotion to milk.
The promotion starts this week, with free White Gold-themed beauty packs being distributed at 75 nail salons that include not only the nail polish and mirrors, but also posters of the band, plastic magazine covers and emery boards.
“While visiting salons is a fun activity for teens, especially girls, this program will hopefully teach them that beauty starts from the inside out,” said Steve James, executive director of the CMPB, the creator of the Got Milk?, in a release. “What you put in your body is just as important as beauty treatments themselves.”
To bring attention to the promotion, the music video, “Is It Me or Do You Love My Hair?,” created by White Gold and the Calcium Twins, will appear on online video sites frequented by teens, such as YouTube, Hulu, MTV, VideoEgg and Tremor Media.
The video, also running on the band’s Web site will be cut down to 15- and 30-second versions easily consumed by young visitors.
Online banners appear within different rock venues such as Guitar Hero 3 and 4 and Xbox Live supporting the promo.
“By speaking the language of today’s youth on Web sites where teens spend most of their time, we can get our health message across in a ‘cool’ manner,” James said.
The California Milk Processor Board, well known for its “Got Milk?” campaign, was established in 1993 to make milk more competitive and increase milk consumption in California.
The White Gold campaign was first introduced with an interactive Web site for teens followed by six TV spots.
