The California Milk Processor Board and advertising agency Goodby Silverstein & Partners have created a 20-minute faux rock opera starring glam rocker White Gold, who must retrieve milk stolen by villain Nasterious, reports the IDFA SmartBrief.

The rock singer, White Gold, was created to help milk compete in the battlefield of beverages available in today’s market. The advertising campaign is targeted at younger consumers.

Part of the advertising campaign is a $50,000 scholarship for the arts for a California school whose student or students create a video parody of the rock opera, reports Media Post Communications.

Media Post Communications also reports that the advertising campaign has panned out. “We do six waves of testing during the year on perceptions about milk and consumption; we have found that not only are teens and parents aware of White Gold, but they are aware of the benefits of milk: the strong hair, skin and nails,” says Steve James, executive director of the California Milk Processor Board.

The 20-minute faux rock opera can be seen at Milkquarious.com.

For more information on the campaign, read: “Milk’s ‘White Gold’ Stars in Faux Rock Opera.”

Source: Media Post Communications and IDFA SmartBrief