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Milk is a staid and boring product drunk in childhood. Consumption declines rapidly during teenage years and never recovers. To reconnect with Californian teens, BBH invited a group of them to blog ab ...

The California Milk Processor Board campaign (2008) to persuade Hispanic mothers in California to drink an extra glass of milk a day. Research (described) found a possible gap: the calcium in milk may

The challenge: to make milk hipper and inspire teens to drink more. The creative solution: create a buzz-worthy pop culture of own – the band “White Gold.” The media strategy: to mimic the condensed l ...

Despite the calcium benefits of milk being known in the Californian area, sales were being outstripped by alternative products claiming to offer more. With the large Hispanic population (standing at 3 ...

After 13 years of ‘gotmilk?’ deprivation narratives, the long established campaign took a new turn, creating new news not only for the product that everybody thought they already knew all about. In 20 ...