LOS ANGELES Goodby, Silverstein's latest effort for the California Milk Processing Board's "Got milk?" initiative features faux rock band White Gold and the Calcium Twins in an effort to reach teenage girls by focusing on the beauty benefits of milk.
This week 75 beauty salons in California received "beauty packs" stuffed with White Gold posters, magazine covers, emery boards, nail polish and compact mirrors, according to Paul Charney, senior copywriter at the San Francisco agency.
The packs appeared to come from the faux rockers, who debuted last spring.
"The idea was to stress the beauty benefits of milk," said Charney, who worked on the effort with copywriter Ryan Hoercher and art director Mandi Lin. "Because we're targeting teen girls, the packs reach them where they might spend a lot of time."
Steve James, CMPB executive director, said: "While visiting salons is a fun activity for teens, especially girls, this program will hopefully teach them that beauty starts from the inside out. What you put in your body is just as important as the beauty treatments themselves." The salon packages will be supplied through November.
The campaign will be fortified by a series of 30-second online spots starring the group, which will run at whitegoldiswhitegold.com and elsewhere.
A new song, "Is It Me or Do You Love My Hair?" will be cut into 15- and 30-second executions for distribution at sites such as YouTube, Hulu, MTV, VideoEgg and Tremor Media. Online banners are also in the mix.