We knew teens are the ultimate multi-taskers, social networkers, vloggers, bloggers and sharers. We knew they lived on iTunes, Facebook, MySpace and YouTube. We needed a reason to be in these places, a reason that seemed organic and natural, not fake and silly (think Fanta). We needed a band, not just a brand. White Gold provided us with the perfect “in” to these places. The gold clad, ironically mustached, milk-obsessed rock god was our vehicle to spread the milk message to an audience that was otherwise unwilling to hear it through legitimate music networks and channels. The media plan for White Gold reflected the growth and dream of every band: a journey from indie obscurity to stadium sellout.From the release of the first music video and EP online to the appearance on television, White Gold gave teens a reason to talk about milk again.

Consumption:Overall teen milk usage is up 3 percent year-on-year in 2008. Moreover, the improvement among teens represents the largest positive shift in milk drinking in 2008, period.Perceptions:YOY, teens are more open and favorable toward milk altogether: +9% I am open to drinking milk more.+9% Milk is what strong and healthy people drink.-5% I wouldn’t drink milk when with my friends.Talking about milk:Of the California teens who have seen the campaign online, 23 percent have passed along an online element to a friend, while 42 percent have talked to someone about White Gold.