In The New York Times Magazine: Milk Media

Posted by Rob Walker on October 12, 2008
Posted Under: Consumed,Murketing,Sustenance

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.

Consumed archive is here, and FAQ is here. The Times’ Consumed RSS feed is here. Consumed Facebook page is here.

To make a point about Consumed that you think readers of The Times Magazine would be interested in: “Letters should be addressed to Letters to the Editor, Magazine, The New York Times, 620 Eighth Avenue, 6th Floor, New York, N.Y. 10018. The e-mail address is All letters should include the writer’s name, address and daytime telephone number. We are unable to acknowledge or return unpublished letters. Letters may be edited for length and clarity.”

Further diversion may be found at MKTG Tumblr, and the Consumed Facebook page.

Comments are closed.