The California Milk Processor Board is at it again with the evolution of White Gold — an over-the-top rocker designed to get teens to drink more milk. Introduced via social media in 2008, the character will now appear in the 20-minute online rock opera “Battle for Milkquarious.”
Goodby, Silverstein & Partners of San Francisco, Calif., created the campaign which, according to Shoot Online, was “born out of a brief which aspired to make teens think milk was as cool as Red Bull.” The campaign airs October 5th.
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