SOURCE: California Milk Processor Board

August 18, 2008 12:01 ET

Cool in School With White Gold

GOT MILK? Book Cover Donations Welcomed More Than Ever

SAN CLEMENTE, CA--(Marketwire - August 18, 2008) - As the country experiences tough economic times and the cost of supplies continues to rise, educators are working harder than ever to preserve school materials so that students can use them for years to come. School administrators are making sure kids take care of their classrooms, their desks and even their textbooks. To contribute to their efforts and just in time for back to school, the California Milk Processor Board (CMPB) -- the creators of GOT MILK? -- is donating more than 750 thousand book covers to nearly 600 high schools across the Golden State. This is the second annual donation program as a result of positive response from educators last year.

"We appreciate the book covers," says Helen Holroyd, library assistant at Casa Grande High School in Petaluma. "Kids think they're fun and the teachers just love them. They do a wonderful job at protecting our books from normal wear and tear."

The book covers highlight this year's CMPB advertising campaign that specifically targets teenagers. White Gold(SM) and the Calcium Twins(SM) is a rock band that stars in six 30-second TV spots touting the health benefits of drinking milk: strong, shiny hair, nails and teeth as well as a beautifully toned physique. The ads coupled with the band's interactive Web site www.whitegoldiswhitegold.com show music lovers, especially teens, how cool and beneficial drinking milk can be.

"The students are really amused by White Gold," says Heidi Anderberg, administrator at Sarah Anthony School in San Diego. "The band is really funny and it gets your attention. Plus, you can't help but enjoy the group's lyrics about the benefits to milk. It's a positive message for our students."

Using the latest in online technology, high school students can experience White Gold's music and its love of milk firsthand on www.whitegoldiswhitegold.com. Upon entering the site, teen fans are engaged in White Gold's "milktastical" world. Browsers are able to interact with the band's music video, perform a photo shoot with the rock band and even unlock the secrets of White Gold's milk-filled guitar.

"We signed White Gold to be the face of this year's campaign because we feel the band can relate to young people," says CMPB Executive Director Steve James. "With the book covers, not only do we hope to preserve essential learning tools but hopefully remind teens of the importance of good nutrition in a lighthearted way."

White Gold has gained much of its popularity in social networking circles and video-sharing sites. White Gold's MySpace page www.myspace.com/whitegoldiswhitegold has logged about 350 thousand hits and has added about 3500 friends, with a great number being teens. The book cover donation takes White Gold directly to its core audience, in the hopes of increasing milk consumption among teenagers, which has declined over the years due to competition in the beverage marketplace.

The National Institutes of Health and the National Institute of Child Health and Human Development say the teenage years are the most critical time for bone growth so adolescents need to take in as much calcium as possible. The American Academy of Pediatrics recommends teenagers drink at least three, eight-ounce cups of low fat or skim milk daily for optimum bone health. Teens must also be careful to avoid caffeinated drinks that could diminish calcium levels in their bodies.

About the CMPB

The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California. Awareness of GOT MILK? is over 90% nationally and it is considered one of the most important and successful campaigns in history. GOT MILK? is a federally registered trademark that has been licensed by the national dairy boards since 1995. The CMPB's Spanish-language campaign began in 1994 using the tagline "Familia, Amor y Leche" (Family, Love and Milk). The TOMA LECHE (Drink Milk) campaign replaced it in 2006, following a growing trend in Hispanic food advertising that uses wit and humor to reach audiences. GOT MILK? gifts and recipes can be viewed at www.gotmilk.com and www.tomaleche.com. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.

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