If you watch the music charts each week, it's becoming increasingly clear who is buying music these days -- the parents of tweens. Maybe they're not tech savvy enough to have discovered their favorite P-to-P network or maybe it's just easier to ask their parents for the High School Musical soundtrack, but it's looking more and more like tweens are the saviors of what's left of the music biz. Which is why this latest campaign called Milk Rocks from MilkMedia makes sense. Instead of featuring missing children on kids' milk cartons, why not feature the Bratz soundtrack? I'm being somewhat snarky, but the idea is to push tween friendly artists by featuring them on milk cartons at school. From the press release:

The 2007-2008 school year marks the largest and most viewed in-school program ever for MilkMedia (www.MilkMedia.net), a New York-based company whose milk carton side-panels are lunch-time table-talk in more than 90,000 elementary, middle and high schools nationwide. Milk Rocks! will spread the word on health, nutrition and exercise on up to 24 million branded cartons of milk per day. Directed at ‘tweens (ages 9-13) and teens (ages 14-19), Milk Rocks! makes milk “cool for kids” in schools, on the web and in concerts with today’s brightest stars. The Milk Rocks! website is expected to draw millions of additional views each month. For this fall alone, Milk Rocks! anticipates its new program to reach up to 36 million students daily in schools nationwide through milk cartons as well as posters, book covers and other fun, kid-friendly materials.

Long time Ypulse readers know I'm not a fan of marketing anything except education to kids at school (even the lovely Elliot Yamin). Part of me just wishes there could be fun brain teasers or trivia questions on the cartons instead...Oh and the advertisement that was served for the Paris Hilton shower video on the Milk Rocks site? Not cool. What do you think?

Posted by anastasia