I’m White Gold! Got Milk Campaigns Go Retro For Contest Marketing Rants + Critiques | March 13, 2010 | By The Brainchild Group

The California Milk Processing Board (CMPB) has released a funky new commercial that’s geared towards raising funds for California high school arts programs, which I find quite funny and really “out there” (in a good way). I have lived in Los Angeles, California all of my life and went to the top public high school in the state (LACES), and found it odd that we were asked to donate money for art supplies consisting of pencils, paper and inexpensive paint. Is the state that broke?

Back on topic, I commend the CMPB for stepping in and identifying a problem; a problem that they have the power to fix. California Milk Processor Board’s “Milkdonkulous Giveaway” offered $20,000 as a challenge to recreate scenes from “Battle for Milkquarius” – a rock opera (what?) featuring milk’s gaudy, retro, funky spokesperson.

Over 100 “mind-blowing videos” were submitted for the contest and Santa Susana High School in Simi Valley received nearly 11,000 votes to rake in the gold. Or shall I say the white gold (har har har).

In second place, Pioneer Technical Center in Madera, California brought in $10,000 for their video submission. The video featured a recreation of the first time White Gold met his partner in crime – Jug Life. (the milky version of thug life).

I hope the California Milk Processing Board keeps this contest going as California schools can really use the money. Plus, more importantly, it sparks creativity and teaches students about social media, which is taking over the world.

Aaron Schoenberger
The Brainchild Group



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