Mock Rocker Woos Teens to the White Stuff

'White Gold' video hot on YouTube, but will it rock milk sales?

By Laurel Jorgensen, Newser Staff

Posted Apr 16, 2008 3:10 AM CDT

(Newser) – 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.

[Images (4)]

[Videos (2)]

The milk industry is looking to improve its image (and sales). (Shutter Stock)

Milk and cookies. ((c) SanFranAnnie)

Here's to milk. ((c) Phing?)

milk white gold:awesome bro!!!! (doddydawg)

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White Gold -- One Gallon Axe Music Video Premiere:White Gold -- One Gallon Axe Music Video Premiere. One Gallon Axe is the evangelic tribute of the milk majestic resurrection of the SoCal Rock God. (WhiteGoldISWhiteGold)

White Gold - Tame the White Tiger Music Video Premiere:In this ferocious music video White Gold and the Calcium Twins rock hard in the deeper reaches of the jungle out by the milky river. (WhiteGoldISWhiteGold)

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Mock Rocker Woos Teens to the White Stuff