White Gold Targets Milk-Drinking Teens (UPDATE)
Marissa Brassfield — October 15, 2008 — Marketing
References: myspace & whitegoldiswhitegold
The California Milk Processor Board, the folks that brought us the ubiquitous “Got Milk?” campaigns of the 90s, are back at it again with a faux glam-rock artist called White Gold.
White Gold aims squarely at the milk-drinking teen market. He is active on Facebook and MySpace, and already has a handful of music videos out on YouTube. White Gold credits milk for his luscious hair, toned physique and shredding guitar solos.
The White Gold marketing campaign is the first time the California Milk Processor Board has targeted teens. Since this age group has grown up watching comedy icons like Jim Carrey and Will Ferrell and used the Internet as their playground, it’s a wise advertising move.
White Gold aims squarely at the milk-drinking teen market. He is active on Facebook and MySpace, and already has a handful of music videos out on YouTube. White Gold credits milk for his luscious hair, toned physique and shredding guitar solos.
The White Gold marketing campaign is the first time the California Milk Processor Board has targeted teens. Since this age group has grown up watching comedy icons like Jim Carrey and Will Ferrell and used the Internet as their playground, it’s a wise advertising move.
Trend Themes
1. Targeting Teens - Disruptive innovation opportunity: Explore new ways to engage with the teenage market through interactive social media campaigns and influencers.
2. Faux Glam Rock - Disruptive innovation opportunity: Embrace unconventional and alternative personas to appeal to younger audiences, leveraging the power of music and style.
3. Youth-focused Marketing - Disruptive innovation opportunity: Develop strategies that tap into the cultural interests and online behavior of teenagers, creating compelling and relatable content.
Industry Implications
1. Dairy - Disruptive innovation opportunity: Incorporate creative marketing approaches to revitalize the dairy industry and attract younger consumers to milk products.
2. Advertising - Disruptive innovation opportunity: Rethink traditional advertising techniques to better connect with teenage audiences and develop campaigns that resonate with their interests.
3. Social Media - Disruptive innovation opportunity: Provide innovative social media platforms or tools specifically tailored for engaging with the teenage demographic and promoting products effectively.
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