California Milk Processor Board wants skateboarding tweens to embrace its #BonesLoveMilk message

The California Milk Processor Board (CMPB), the organization behind the long-running ‘Got Milk?’ campaign, is hoping to battle sluggish dairy milk sales in the state with a new campaign aimed at tweens involved in extreme sports.
Called #BonesLoveMilk, the board’s latest effort stems from research out of its agency of record Grupo Gallegos that found that pre-teens are more likely to ditch milk in favor of trendier drinks like flavored water than other age groups.
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