Got Milk? 2.0

20080403_WhiteGold.jpg Milk got cool when that guy, his mouth stuffed with peanut butter, answered a muffled “Aaron Burr” to the radio's Alexander Hamilton trivia question. (He lost because he didn’t gots milk). Then the string of celebs tattooed with milk ‘staches filled the pages of major national magazines, everyone from Batman to the Olsen twins were drinking it. Now the brains behind milk advertising are at it again, with a spoof band called White Gold, already with 3,000 MySpace friends.

Everything about the page looks real, sounds real, and the band logged in today, just like any other MySpace band. The long-haired, wannabe Cobain frontman even blogs and wants you to buy his band's vintage-looking tees. Only difference is this group is backed by the California Milk Processor Board, not a bunch of dudes living in their parents' basements.

Embracing the social media market, this campaign has crafted spoofy album songs in Monkees fashion, such as “Heard it through the Bovine,” and "PMS (Pour the Milk Sister)." The single "One Gallon Axe" on YouTube has already garnered almost 350,000 listens. White Gold, holding a milk-filled guitar, belts out lyrics like “it’s the curds in my cords…the whey in my play…tastes like liquid lace" and, naturally, he's backed by the Calcium Twins (Skimberly on drums and Wholena on bass). It's like Nirvana growing up on a dairy farm.

It’ll be interesting to see how this compares to Got Milk? ads of yesteryear. You know, the ones on paper and television screens. How 20th Century.