In The New York Times Magazine: Milk Media

MILK CARTOON:
Co-opting the kids’-entertainment-character marketing strategy for a lunchroom staple

Today, as part of a special food-themed issue of the New York Times Magazine, Consumed looks at an effort to get kids to drink more milk — by putting pop culture branded characters on the cartons.

As the Milk Media Web site puts it, “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.’ ” …

Milk has few enemies. Branding that reaches out to children inside the educational system, however, is a reliable source of outrage. …

Read the column in the October 12, 2008 issue of The New York Times Magazine, or here.

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