School age children, historically one of the toughest demographics for marketers to reach, are being wooed while they read, on the sides of milk cartons. MilkMedia, a New York based media company, has
partnered with Blue Ridge Paper Products of Asheville, NC, a supplier of paper for milk cartons, to bring promotional messages to kids on over 1.5 billion Branded Cartons in the 2001-2002 school
calendar year. Fox Kids is using the Branded Cartons to promote their fall television lineup, build their core brand and drive website traffic (the URL is printed on every carton). Fox's participation
includes 20 original side panels, some featuring perennial kid favorites like Digimon and Power Rangers. A typical side panel shows a Digimon (Digital Monster) drinking a milk carton with the caption:
"Digi drink your milk today?"