Designed initially by Goodby, Silverstein & Partners, the campaign is intended to convince current milk-drinkers to consume more milk.
[4] In 2008, the board launched the "White Gold" marketing campaign to appeal to teenagers,[5] featuring a self-consciously fake rock band style commercial, with lead singer "White Gold" performing with the "Calcium Twins".
[6] In 2009, the board launched a sequel to the "White Gold" campaign by releasing "The Battle for Milkquarious", a 22-minute-long rock opera featuring an array of old and new characters, including "White Gold", Strawberry Summers, Jug Life, Bovina the Uni-Pega-Cow, and the evil Nasterious.
The board halted the campaign early, but enjoyed the negative publicity generated by launching a new site called www.gotdiscussion.org.
[9] It also addresses the increasing trend of people using vegetable drinks like oat milk.