"We appreciate the book covers," says Helen Holroyd, library assistant atCasa Grande High School in Petaluma. "Kids think they're fun and theteachers just love them. They do a wonderful job at protecting our booksfrom normal wear and tear."

The book covers highlight this year's CMPB advertising campaign thatspecifically targets teenagers. White Gold(SM) and the Calcium Twins(SM)is a rock band that stars in six 30-second TV spots touting the healthbenefits of drinking milk: strong, shiny hair, nails and teeth as well as abeautifully toned physique. The ads coupled with the band's interactiveWeb site www.whitegoldiswhitegold.com show music lovers, especially teens,how cool and beneficial drinking milk can be.

"The students are really amused by White Gold," says Heidi Anderberg,administrator at Sarah Anthony School in San Diego. "The band is reallyfunny and it gets your attention. Plus, you can't help but enjoy thegroup's lyrics about the benefits to milk. It's a positive message for ourstudents."

Using the latest in online technology, high school students can experienceWhite Gold's music and its love of milk firsthand onwww.whitegoldiswhitegold.com. Upon entering the site, teen fans areengaged in White Gold's "milktastical" world. Browsers are able tointeract with the band's music video, perform a photo shoot with the rockband and even unlock the secrets of White Gold's milk-filled guitar.

"We signed White Gold to be the face of this year's campaign because wefeel the band can relate to young people," says CMPB Executive DirectorSteve James. "With the book covers, not only do we hope to preserveessential learning tools but hopefully remind teens of the importance ofgood nutrition in a lighthearted way."

White Gold has gained much of its popularity in social networking circlesand video-sharing sites. White Gold's MySpace pagewww.myspace.com/whitegoldiswhitegold has logged about 350 thousand hits andhas added about 3500 friends, with a great number being teens. The bookcover donation takes White Gold directly to its core audience, in the hopesof increasing milk consumption among teenagers, which has declined over theyears due to competition in the beverage marketplace.

The National Institutes of Health and the National Institute of ChildHealth and Human Development say the teenage years are the most criticaltime for bone growth so adolescents need to take in as much calcium aspossible. The American Academy of Pediatrics recommends teenagers drink atleast three, eight-ounce cups of low fat or skim milk daily for optimumbone health. Teens must also be careful to avoid caffeinated drinks thatcould diminish calcium levels in their bodies.

About the CMPB

The California Milk Processor Board was established in 1993 to make milkmore competitive and increase milk consumption in California. Awareness ofGOT MILK? is over 90% nationally and it is considered one of the mostimportant and successful campaigns in history. GOT MILK? is a federallyregistered trademark that has been licensed by the national dairy boardssince 1995. The CMPB's Spanish-language campaign began in 1994 using thetagline "Familia, Amor y Leche" (Family, Love and Milk). The TOMA LECHE(Drink Milk) campaign replaced it in 2006, following a growing trend inHispanic food advertising that uses wit and humor to reach audiences. GOTMILK? gifts and recipes can be viewed at www.gotmilk.com andwww.tomaleche.com. The CMPB is funded by all California milk processorsand administered by the California Department of Food and Agriculture.

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