Milk processors targeting teens to increase consumption
August 30, 2006
by Keith Nunes
NEW YORK — The Milk Processor Education Program (MilkPEP), which is funded by the nation’s milk processors, introduced a marketing campaign around the slogan "Body by Milk" that is designed to encourage teens to drink low fat milk instead of soda. With messages supported by the American Dietetic Association and the School Nutrition Association, Body by Milk will reach teens via the Internet, in schools and in magazines.
"We knew we needed to break into a teen’s world if we wanted our messages to break through," said Kurt Graetzer, chief executive officer of MilkPEP. "We couldn’t be preachy or simply tell teens that milk was good for you. Our approach was to tell them that milk could help give you the nutrients you need to look good inside and out — that was the most motivating of all the messages."
Soccer player David Beckham, American Idol Carrie Underwood, figure skater Sasha Cohen and baseball player Alex Rodriguez are key figures in the program’s advertisements, which will be featured in a range of teen publications like Seventeen, Cosmo Girl, Marvel Comics and Sports Illustrated for Kids.
MilkPEP also has set up a web site (www.bodybymilk.com) that is designed to educate teens about the benefits of drinking low-fat milk versus soda.