The rock band professing its love of and devotion to milk makes its television debut starting today, while also launching its very own Web site. Taking their stardom to a whole new level, rock idol White Gold(SM) along with drummer and bassist, the Calcium Twins(SM) star in 30-second TV spots touting the health benefits of drinking milk: strong, shiny hair, nails and teeth as well as a beautifully toned physique. The ads, coupled with the band’s new interactive Web site www.whitegoldiswhitegold.com, show music lovers, especially teenagers, how cool and beneficial drinking milk can be.
“White Gold’s TV spots and the new Web site are engaging and quirky with humor that we believe young people will relate to,” says Steve James, executive director of the California Milk Processor Board (CMPB), the advertiser responsible for GOT MILK? and for signing White Gold as the face behind its new ad campaign. “As sodas and energy drinks become more and more popular among teens, we want to show teenagers that milk is cool, if not cooler and healthier than other beverages in the supermarket.”
Tapping into the teens’ love of humor and music to convey the GOT MILK? messaging, longtime advertising partners San Francisco-based Goodby, Silverstein and Partners produced six 30-second spots to engage fans in White Gold’s “milktastical” world. Entitled ‘The Legend,’ ‘Viper,’ ‘Muscles,’ ‘D-String,’ ‘White Gold the Artist (8 mm),’ and ‘White Gold Is,’ the six spots will rotate throughout 2008 with ‘Legend’ and ‘Viper’ debuting this month.
In ‘The Legend,’ TV audiences are introduced to rocker White Gold and his bandmates the Calcium Twins. White Gold retells the story of how he came to be the rock god he is. In ‘Viper,’ audiences catch a candid moment with White Gold reminiscing about a live performance.
“The ads will air during programs with high teen audiences,” says James. “‘American Idol’ is a great example and networks like MTV are another. By strategically placing the ads, there is a higher likelihood teenagers would become fans of rock idol White Gold and his milk gospel.”
To further engage teenage audiences, White Gold is also launching a new interactive site called www.whitegoldiswhitegold.com, where all the TV spots may also be viewed. Using the latest in online technology, Web surfers can experience the band and its music firsthand. Upon entering the site, fans are engaged in White Gold’s mythic milky universe — his “milktastical” world. Browsers are able to interact with the band’s music video, perform a photo shoot with the rock idol and even unlock the secrets of White Gold’s milk-filled guitar.
To date, White Gold has gained much of its popularity in social networking circles and video-sharing sites. Fans include teens, young adults and even influential bloggers and DJs. White Gold’s MySpace page www.myspace.com/whitegoldiswhitegold has logged close to 50 thousand hits and has added about 3000 friends since it debuted on March 17. The band’s YouTube page http://www.youtube.com/watch?v=nj1-ZZRajDU has garnered over 350 thousand hits.
About the CMPB
The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California. Awareness of GOT MILK? is over 90% nationally and it is considered one of the most important and successful campaigns in history. GOT MILK? is a federally registered trademark that has been licensed by the national dairy boards since 1995. GOT MILK? gifts and recipes can be viewed at http://www.gotmilk.com. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.
