White Gold Appeals to Teens in Battle for Milkquarious

SAN CLEMENTE, CA, Oct 05 (MARKET WIRE) --
White Gold(TM) -- the ragged musician turned rock god thanks to the
transformational powers of milk -- is back in the spotlight. Today, White
Gold launches his very own rock opera, Battle for Milkquarious, and the
White Gold Milkdonkulous Giveaway -- a contest that gives California
teenagers and their public high schools the chance to win a total of
$50,000 in funding for their schools' art programs. Educators say these
generous funds come at a time when severe budget cuts have been made to
California's public schools, especially in the arts. Battle for
Milkquarious is the next generation of the California Milk Processor
Board's (CMPB) White Gold advertising campaign targeting teens. It
features faux rock star White Gold, whose songs and music videos declare
his love for the "wonder tonic" -- milk.

"We're asking California's teens to get their creative juices flowing by
re-creating their favorite scene or scenes from Battle for Milkquarious
for the chance to win money for their schools' arts programs," says Steve
James, executive director of CMPB, the creator of GOT MILK? "It should be
a lot of fun for them, and for a very worthy cause. In the process, of
course, we're also educating teens about the health benefits of drinking
milk for strong bones, muscles, teeth, hair and nails."

Arts, music and drama programs are routinely the first programs to be
drastically reduced or eliminated in times of economic crisis. Yet
according to Critical Evidence: How the Arts Benefit Student Achievement,
students who take arts classes have higher math and verbal SAT scores than
students who take no arts classes.

"This program highlights the importance of arts education for all
children," said California State PTA President Jo Loss. "The arts are a
critical part of the core curriculum and this is a non-traditional way to
demonstrate their importance by encouraging and recognizing student
creativity."

Battle for Milkquarious is a 20-minute online rock opera launching today
at www.milkquarious.com intended to reach California teens with the
message of the many health benefits of drinking milk. The film is White
Gold's ultimate "vanity project" -- he is the "star," "writer" and
"producer" of Battle for Milkquarious. The rock opera chronicles his
quest to save his hometown of Milkquarious from a potentially deadly milk
shortage. An evil villain -- Nasterious -- steals all of the town's milk
and kidnaps White Gold's love interest, Strawberry Summers. White Gold
travels across the galaxy to rescue her and return the stolen milk to the
inhabitants of Milkquarious. Featuring six original songs and a cast of
new characters including Strawberry Summers, Nasterious, Jug Life, the
Bad Hair Monsters, and the one and only Bovina -- the legendary
uni-Pega-cow of Curdvana -- Battle for Milkquarious will engage,
entertain and educate teens across California.

Teenagers 14 to 18 who attend California public high schools are eligible
to enter the White Gold Milkdonkulous Giveaway. Students have until Dec.
20, 2009 to recreate one of the scenes from the rock opera and submit
their video entries online to www.milkquarious.com. A panel of judges will
select nine semifinal entries, with the tenth semifinal entry being named
"people's choice" by popular vote online. The grand prize winner will also
be chosen online by popular vote on or about Jan. 25, 2010. The winner
will receive $20,000 for their school's arts program. Ten thousand dollars
will go to the second place school, and eight runners-up will each receive
$2,500 in funding.

Providing additional incentive for schools to participate, the CMPB has
partnered with Donors Choose, a non-profit organization that pairs citizen
philanthropists with in-need classrooms. Participating teachers can create
a Donors Choose funding page highlighting classroom projects that need
donation.

Longtime GOT MILK? advertising partner -- San Francisco-based Goodby,
Silverstein and Partners -- has produced five, 30-second television spots
to introduce Battle for Milkquarious and the contest to California
audiences. Entitled 'Jug Life,' 'Milkquarious,' 'Milky Hero,' 'He's Back,'
and 'Strawberry Summers,' the spots will air during programming that
appeals to teens -- through December, 2009.

As an example, 'Jug Life,' opens with White Gold lying lifeless on the
floor of his futuristic pad as evil henchmen steal all the milk from the
rock star's hometown of Milkquarious. A voice-over explains: "When
muscle-rebuilding milk is stolen... it takes a strong man (White Gold) to
fight back." The audience is then introduced to a strong,
chocolate-milk-loving man, Jug Life, who accompanies White Gold on his
mission. The spot ends with a graphic and voice-over that says, "Battle
for Milkquarious, flexing online Oct. 5," and the campaign URL
www.MILKQUARIOUS.com.

In 'Milkquarious,' White Gold makes a direct appeal to teens on camera,
encouraging them to enter the contest. 'Milkquarious' will be featured
exclusively on Channel One, the 12-minute news program for teens that airs
in high schools.

GOT MILK? will also promote the rock opera and the contest on sites
popular with teens including YouTube, hulu and MTV. Scholastic -- the
educational publishing company -- will distribute contest materials and
toolkits on how educators can incorporate Battle for Milkquarious into
their lesson plans.

For more information on Battle for Milkquarious and for complete contest
rules on the White Gold Milkdonkulous Giveaway, visit
www.milkquarious.com.

About California State Parent Teacher Association

With nearly one million members, California State Parent Teacher
Association is the largest volunteer organization in the state working on
behalf of all children and families with the motto, "Every child, one
voice." PTA members dedicate millions of hours annually to improving the
education, health and welfare of all children and youth. The PTA also
advocates at national, state and local levels on matters related to
education, health, community concerns and parent involvement. The PTA is
nonprofit, nonpartisan, nonsectarian and noncommercial.

About Donors Choose

DonorsChoose.org is a nonprofit website that connects teachers in need
with individuals that want to help. Public school teachers from every
corner of America post classroom project requests on DonorsChoose.org
ranging from pencils for a poetry writing unit, to violins for a school
recital, to microscope slides for a biology class. DonorsChoose.org was
pioneered by a Bronx high school teacher, Charles Best, in 2000. In the
past nine years of operations, residents of 50 states and 10 countries
have funded 96,444 classroom projects, channeling more than $38 million
in resources to 2.4 million students.

About the CMPB

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

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