Pleasanton's Amador Valley High did not win a contest to possibly design a new Got Milk? campaign targeting teens, but students did walk away with a surprise $1,000.
The contest from the California Milk Processor Board and its advertising firm, San Francisco-based Goodby, Silverstein and Partners, invited high school students to come up with a marketing plan to increase milk consumption among young people.
They contacted nonprofit Junior Achievement, which selected three schools.
The winning school, Center for Advanced Research and Technology in Clovis, received the top prize of $2,000, organizers announced Thursday. The third school was Orange High School in Orange. Contest organizers said the winning idea would not necessarily be used in the next campaign.
The contest marked the 15th anniversary of the first commercial in what is today a highly recognized campaign. Students from all three schools spent six weeks learning about marketing and the history of Got Milk? and presented their ideas Monday at the advertising firm's offices.
Both the Amador Valley High students, who are part of the Tri-Valley Regional Occupation Program's marketing class at the school, and the Orange High class, received $1,000. That award was not originally part of the contest.
Samples of the presentations will be posted on www.gotmilk.com.
Reach Eric Louie at 925-847-2123 or email@example.com.