The Got milk? campaign has a new message this year: Studies suggest “teens who choose milk tend to be leaner, plus the protein helps build muscle.” 

The new full-page ads feature four stars selected for their physiques and appeal to teenagers. They are as follows: soccer star David Beckham, Alex Rodriguez, Yankees third baseman, Sasha Cohen, ice skater and Carrie Underwood from “American Idol.”

The new ads debut in the September issue of popular magazines read by teenagers, such as CosmoGirl, Seventeen, Electronic Gaming, and Sports Illustrated for Kids, In addition posters featuring the four celebrities will be distributed to more than 100,000 schools.

For more details on the campaign including several interactive features, as well as commentary about the new campaign in the N.Y. Times, go to: http://www.nytimes.com/2006/08/30/business/media/30adco.html?_r=1&ref=business&oref=slogin

N.Y. Times