SOURCE: California Milk Processor Board

November 14, 2008 12:01 ET

Fresno-Area Teens Inspired by Iconic Campaign

CART Wins GOT MILK? Advertising Challenge

SAN CLEMENTE, CA--(Marketwire - November 14, 2008) - For six weeks, the marketing and advertising students from Center for Advanced Research and Technology (CART) in Clovis worked hard to craft what they believe could be the next GOT MILK? campaign targeted at young people. They talked to more than 700 teenagers about milk. They debated over 50 advertising concepts. Represented by five students in the class, they traveled to San Francisco with high hopes of following in the footsteps of those who made GOT MILK? part of American pop culture. With butterflies in their stomachs, CART students presented their ideas to the judges. To effectively market to teens, they said, milk must be presented as exciting, unattainable, even taboo. Using wit and humor as well as day-in-the-life experiences of teens, CART students impressed the California Milk Processor Board (CMPB), the creator of GOT MILK?, and its advertising firm, San Francisco-based Goodby, Silverstein and Partners (GSP). The students were awarded $2000.

"Sitting there listening to what these students had come up with was just remarkable," said Steve James, executive director of the CMPB. "They were so professional that you wouldn't know they were in high school. The CART students captured the essence of the GOT MILK? campaign and its history."

CART's win was a result of an advertising competition to celebrate the 15th year of one of the most recognizable taglines in the United States: GOT MILK?. To successfully execute this program, GOT MILK? partnered with Junior Achievement, a non-profit organization that brings the real world to students through hands-on curriculum. For six weeks, students at Amador Valley High School in Alameda County, Orange High School in Orange County and CART in Fresno County learned about the GOT MILK? brand and the principles of advertising. Each school formed a mock advertising agency responsible for conducting research and writing strategic plans to ultimately create the advertising concepts they presented to the CMPB and GSP.

"To see what these young people brought to this 15-year-old campaign has been delightful," said Jeff Goodby, GSP co-chairman. "They suggested new twists of design, story and thinking that will definitely inspire us here at the agency for a long time to come."

The winning school, CART, presented three TV spots in storyboard format, using humor to appeal to the teenage audience while still addressing the health benefits of drinking milk. One of the spots called "Awkward Moment" shows a father concerned about the changes his son is undergoing: building muscles and exploring new things. As the father starts to have "the talk," the son confesses that he experiments. He now drinks milk for strong bones, teeth and better sleep. Relieved to see his son interested in milk, the father closes the spot with, "I'm glad we had this talk."

Amador Valley High School presented the theme "Brawn, Beauty and Brains" with the slogan YNotMilk? to highlight the health benefits of the "wonder tonic." To demonstrate the beauty benefits of milk -- healthy hair, skin and nails -- the students created a TV spot that opens with a girl who has been teased because of her looks. One day, she decides to drink milk before going to bed. In the morning, she is magically transformed into a beautiful girl with the perfect hair and skin -- a teen who is admired by her peers. In addition to TV, Amador Valley also proposed a variety of promotional contests to get teens excited about milk. One challenge uses popular teen Web sites like MySpace to promote a rap competition with the use of milk and its benefits in the lyrics.

In the case of Orange High School, students proposed a concept with a mythical, story book theme. The protagonist, Dr. Lactasé travels from town to town, introducing people to milk: a superdrink that will help cure people of the ailments they suffer, like PMS, weak bones and unhealthy hair. Along the way, he recruits these people to join his caravan to spread the health benefits of milk. The students also presented additional ways, outside of TV, to market the concept via online and merchandising.

As a way to thank Amador Valley and Orange High Schools for their dedication to the project, the CMPB will also award each of the schools $1000.

"They are all winners," said James. "The students have worked countless hours to craft their presentation and everyone has learned the value of creativity and teamwork with this program. I am so proud of each and every one of them."

To get a peek at the schools' advertising pitches, go to www.gotmilk.com.

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.