SOURCE: California Milk Processor Board

March 17, 2008 11:02 ET

White Gold Rocks MySpace World

Music Idol Face Behind New GOT MILK? Campaign Targeting Teens

SAN CLEMENTE, CA--(Marketwire - March 17, 2008) - Social networking is such an important part of teenage life that according to Pew Internet & American Life Project, more than 55 percent of American children ages 12 to 17 visit online sites such as MySpace. San Francisco-based advertiser Goodby, Silverstein and Partners (GSP) also reports in their study The California Teen circa 2007 that young people spend as much as five hours a day on these social networking sites. There, teens write about themselves, post pictures of friends and family, while also playing songs and posting music videos. Targeting teens for the first time in its 15-year advertising history, the California Milk Processor Board (CMPB), the creators of GOT MILK?, debuts its 2008 "White Gold" ad campaign online before going on television.

"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."

Starting today, young people can find White Gold(SM) on 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.

"White Gold is an eccentric character, who should appeal not only to teens, but to moms and dads as well," says James. "He's unlike any character we've featured in our ads. But White Gold speaks the language of today's teens and he brings out the 'cool' factor to which young people can relate."

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' on

'One Gallon Axe' is an ode to the rocker's evolution from being a frail vagabond to his transformation as White Gold(SM). The man who had nothing was given a magical guitar by an angel from above. The guitar carries an unlimited amount of milk and after sipping milk from it, the "wonder tonic's" magical properties turn the vagabond into the rock star we now call White Gold(SM).

Next month, the CMPB will introduce White Gold(SM) to a wider audience. It will roll out 30-second television ads tagged with a new interactive internet site called

"Just like the MySpace page, the ads have a great sense of humor," says James. "My guess is that viewers will be amused by the whole 'White Gold phenomenon.'"

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. GOT MILK? gifts and recipes can be viewed at The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.