• Promo, Wednesday, August 16, 2006 12:30 PM

Drink milk and look good is the message rolling out to teens in 45,000 middle and high schools. That's thanks to the new Body by Milk campaign from the International Dairy Foods Association, the people who brought you the famed milk mustache. Borrowing a page from soda marketers, such as Coca-Cola, the campaign centers on a continuity auction program. Teens use UPCs and expiration dates from milk containers to bid on items, ranging from T-shirts to musical instruments to unique brand experiences from Adidas, Fender, Roland, CCS, Epic and Baby Phat. Auction items will change each week of the campaign, which runs the entire school year. The 10 product categories were chosen based on where teens spend their money. Most items are activity-based "to get kids out and moving," says Julie Buric, IDFA's senior director of promotional marketing. "We're looking for brands that want to send out the same healthful message. And we can offer them entry into schools, which a lot of companies want." School PTOs and student councils can bid collectively on items, such as band equipment and computers. A companion Web site lets teens chat about healthy lifestyles and earn bonus points for taking health-related quizzes.

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