Most Americans fail to get enough calcium in their diets, teens especially. As Dr. Nancy Krebs reported at the NIH LI Conference, most Americans get the vast majority of their dietary calcium from dairy products.
Put those facts together and you have an opportunity for milk to promote itself to teens. Not surprisingly, the Milk Processor Education Program (MilkPEP), the "Got Milk?" people, jumped heavily onto target market.
Successful Promotions magazine (there's magazine for everything) ran an article on MilkPEP's Get Fit by Finals campaign. The article Got Fitness? by Jean Erickson is available in Flash Paper format, the new worst way to read text on a computer screen. (Yes, it keeps viewers from copying text by highlighting and pasting, but who would want to copy text that they can't read?)
The Internet-heavy campaign features NBA All-Star Chris Paul of the New Orleans Hornets (give them back the Jazz name already) and WNBA All-Star Diana Taurasi. "Activation kits" were also sent to 40,000 schools.
It all seems to work.
Web traffic increased by 17% over previous teen fitness programs, and repeat visits to the site rose to an all-time record.
No hint in the article of how the program handled lactose intolerant, milk allergic, or vegan students, though.