Milk is cool again thanks in part to the launch of a new ad campaign aimed at teens. A just-released spot by Toronto-based Due North Communications has the Milk Girlz jammin’ with overall-clad farmer homies outside a club, while touting the coolness of milk. The Dairy Farmers of Canada (DFC), always on the cutting edge of cool, are also bringing karaoke to phones via Mobiloke technology, a tool developed by Toronto-based mobile entertainment shop Silverbirch Studios. Log on to milkhiphop.ca and milk drinkers can download three versions of the Milk Girlz song to their mobiles. Phone screens display song lyrics while handsets play the tune providing instant karaoke. Wallpaper and ringtones can also be downloaded on the site.
Roberta Jessup-Ramsay, director of marketing for DFC says the objective here is to give milk an image that young people can make their own. ‘It’s something your Mom used to give you because it’s good for you and all that. This is our way of saying, ‘Lighten up a bit. Don’t take it so seriously.” A national in-theatre ad campaign is slated for launch in March. M2 Universal handled media buys.
