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.

With so many choices, teens don’t think about milk and, more to the point, don’t want to think about it. Critically, consumption drops in the teen years, and milk drinking never recovers.


Gettin’ into teens’ heads