California Milk Processor Board: White Gold - You really can’t lose with gold spandex

Milk is a staid and boring product drunk in childhood. Consumption declines rapidly during teenage years and never recovers.

California Milk Processor Board: White Gold - You really can’t lose with gold spandex

BBH

Context and challenge

Milk is boring. It is white and plain, and you’ve been drinking it since you were born. There is nothing new about milk: the stuff inside never changes, and neither does the packaging.

Furthermore, our client, the California Milk Processor Board, has conducted years of consumption studies that show that milk drinking drops off a cliff in the teen years. Unsurprisingly, teens gravitate to seemingly more interesting beverages: drinks with cool images, funky packaging and even health and mood benefits.

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