News Brief

Calif. Milk Board Touts 'White Gold'

The San Clemente, Calif.-based California Milk Processors Board is targeting teens with a message that milk makes your hair and nails look at least as good as a day in the salon. The effort uses the California industry group's current "White Gold" fictive rock group to promote the beauty benefits of milk.

Merchandise, including "White Gold" posters, plastic magazine covers, emery boards, nail polish and compact mirrors, will be distributed to 75 California salons to be given free to teens.

A White Gold video, "Is it me or do you love my hair?" will appear on www.whitegoldiswhitegold.com, and YouTube, Hulu, MTV, VideoEgg and Tremor Media. The board has also created a number of custom online banners for this outreach that will appear within different rock venues such as "Guitar Hero 3" and "Guitar Hero 4" and Xbox Live.--Karl Greenberg

Tags: beverages
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