Any parent who has a teenager in their household knows how important online communities such as MySpace are to the social networking of this age group. The California Milk Processor Board is using MySpace to target teens with the “White Gold” advertising campaign.
White Gold(SM) is a rock star who through his music spreads his love of and devotion to milk. Thanks to the wonder tonic, he has shiny hair, strong nails and teeth as well as a beautifully, toned physique.
“Our target audience this year is teenagers,” says CMPB Executive Director Steve James. “With soda and energy drink consumption increasing rapidly while milk intake among teenagers is dropping, we feel we need to reach out to teens in their natural environment — the Internet — before losing these consumers forever. We want to reinforce the health benefits of milk with a fun message this audience will embrace.”
The new GOT MILK? campaign also has strong musical elements. As the GSP teen study cites, music plays a huge role in teenagers’ daily lives. If they’re not listening to music on their computers, their iPods are usually within reach. The campaign’s star, guitarist White Gold(SM), joined by drummer and bassist, the Calcium Twins(SM), currently have their latest single ‘One Gallon Axe’ listed online.