He drinks milk out of his hollow, transparent guitar and hits power chords while singing the virtues of the white stuff. The frontman for "White Gold" doesn’t have a milk mustache, but the dairy industry hopes the ad campaign centered around the fake rock god will boost declining milk sales, Newsweek reports. Between 1981 and 2006, US consumption of milk dipped 14%.
The multimedia White Gold campaign targets teens just at the time they begin switching to soda, said a dairy board executive. “This struck us as the perfect way and the perfect tone. It’s Zoolander and Spinal Tap—it resonated for us,” he added. In three weeks, White Gold’s spoof “One Gallon Axe” music video racked up nearly 400,000 views on YouTube.