Milk is the original superdrink but it's one that's been ignored by the current generation of consumers. Instead they're opting for special water, energy drinks and carbonated options.
Todays's teens are embarrassed about drinking milk in front of their peers despite it's many and proven health benefits.
The challenge was to highlight these benefits while also boosting milk's social acceptability.
The solution was to treat milk as a rock band and sell it across TV, via music and social media and online. A band called White Gold was created with a lead singer who sings about milktastical teeth, hair and muscles and backed by the Calcium Twins on drum and base.
Content was distributed via TV, using three full-length music videos, with extra tracks available via iTunes, a presence on YouTube, Facebook, MYSpace, Lastfm as well as via the band's website whitegoldiswhitegold.com.
The videos reached more than 500,000 consumers, the website was visited by nearly 125,000 consumers who spent an average of five and a half minutes with social network profiles attracting nearly 250,000 views.
Awareness of the whole campaign was 35% with the tagline recalled by 97% of consumers.