About MilkMedia

MilkMedia is a pioneer in communicating with elementary, middle, and high school students. We began over ten years ago with milk carton side panels, utilizing this space to promote milk consumption and nutrition. At the time, many dairies were using self-created cartoon characters to get the pro-milk message across in a way that would be educational and entertaining. We introduced the concept of branded cartons to forge relationships between sponsors who had characters that kids really cared about as a more effective tactic to make milk ‘Cool for Kids’. Disney’s Doug, Reader Rabbit and Pajama Sam were on some of our earliest side panels and the tradition continues with cartons featuring The Batman, Codename: Kids Next Door, Stitch, Teenage Mutant Ninja Turtles and dozens more.

The results of this program are clear. Milk consumption in schools with our cartons has increased as much as 34%. While these gains are impressive, the preponderance of sugar and caffeine beverages continues to proliferate in the lunchroom, spurred by multi-million dollar television, print and outdoor advertising campaigns. And the shift toward ‘empty calorie’ beverages is even more pronounced at the higher grade levels.

What can we do to reverse this trend and make milk ‘cool’ in a sugar-caffeine-fueled world?

We initiated the Milk Rocks! Program. Milk Rocks is a multi-tiered promotion with a simple overriding goal – to stop the decline in children’s nutritional status by promoting increased milk consumption and positive life-long eating habits.

Targeted to teens and tweens but reaching all grade levels K-12, Milk Rocks features some of today’s most popular recording artists and emerging talent along with film and television stars, athletes (with an accent on action sports idols) and other influential role models to help us make the milk=cool association.

The scope of this program is unprecedented. In addition to our traditional in-school program, we’ve gone DIGITAL at www.milkrocks.com and LIVE at concert tours nationwide. As a result, we’ll be able to reach more students on a daily basis than any other pro-nutrition program!