Although teen idol Britney Spears last year donned a milk mustache as part of the long-running campaign for milk, she is about to become an even bigger force in the joint efforts of the National Fluid Milk Processor Education Program and Dairy Management Inc., with the kickoff this week of the "Got Milk? Presents Britney Spears' You Drive Me Crazy Tour."
"Britney is magic with teen-age girls, and that's an absolutely crucial target for milk," said Peter Gardiner, managing partner-media director at Bozell, New York.
To reach out to the teen-age fans of the pop star, Bozell has developed a new ad featuring Ms. Spears ("a year older and with a new look," Mr. Gardiner said) that will flash across the stage curtain before performances as well as appear in magazines such as Seventeen and Teen People beginning March 27.
A tie-in with hot Internet site chickclick.com will support the tour sponsorship, offering three girls in each of the tour's 75 markets the chance to win concert tickets for themselves and two friends each. To enter, girls are asked to pull three facts about milk from Web site whymilk.com and three facts about Ms. Spears from britneyspears.com.
At the sites of the concerts -- which will run through September -- the milk groups will partner with co-sponsor Polaroid Corp. (see earlier story, Page 16). The milk groups will tie in with Polaroid's I-Zone Instant Pocket Camera to offer attendees the chance to take pictures of themselves alongside a life-size standup of the milk mustache-wearing Ms. Spears. Local dairies will conduct sampling efforts in some markets.
In September, the joint "Got milk?/Milk mustache" marketing campaign will run a retail promotion featuring a point-of-purchase offer for locker posters featuring Ms. Spears.