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2. 2 Milk Rocks! promotes healthy lifestyles, nutrition and other good works with milk as the focus. We utilize milk cartons side panels, lunchroom posters, book covers and online at www.milkrocks.com. Our programs feature some of today’s most popular entertainment properties, including recording artists and emerging talent along with film and television stars, athletes, video game characters and other influential role models.www.milkrocks.com The number of students we reach a day, can’t be beat Over 88 Million students per week and growing Over 73,000 K-12 schools nationwide (80% of the market) Over 3.7 billion milk carton side panel messages ever year The Milk Rocks Program has three major distribution channels: In-schools via milk cartons, lunchroom posters and book covers On the web at www.MilkRocks.com Live events within schools or other local venues CARU and COPPA Compliant in-school and online Overview

3. Our Goals MilkMedia has created a nutritional outreach campaign for school age children with the following goals:  Increase milk sales and consumption  Bring awareness to healthy nutritional choices  Positively influence kids in other lifestyle categories  Do it in a fun way that kids will really relate to MilkMedia has created a nutritional outreach campaign for school age children with the following goals:  Increase milk sales and consumption  Bring awareness to healthy nutritional choices  Positively influence kids in other lifestyle categories  Do it in a fun way that kids will really relate to 3

4. Our Challenges  How can we make milk ‘cool’ in a sugar-caffeine-fueled world?  How can we increase nutrition awareness and encourage kids to drink more milk?  How can we get kids excited about something they've always known?  How can we say something is 'good for you' without sounding preachy?  How can we bring older kids – ’tweens and teens -- back to milk when there is so much being invested by the major bottlers to sell junk?  How can we make milk ‘cool’ in a sugar-caffeine-fueled world?  How can we increase nutrition awareness and encourage kids to drink more milk?  How can we get kids excited about something they've always known?  How can we say something is 'good for you' without sounding preachy?  How can we bring older kids – ’tweens and teens -- back to milk when there is so much being invested by the major bottlers to sell junk? 4

5.  The first step in realizing these goals was the introduction of ‘character cartons’ utilizing popular animated characters to promote healthy lifestyle messaging on milk carton side panels and cafeteria posters.  Ultra-popular film and television stars like Spiderman, Batman, Transformers and Disney’s Fairies --- characters kids knew and cared about --- spread the healthy lifestyle, pro-milk message: an effective tactic to make milk “cool.”  The first step in realizing these goals was the introduction of ‘character cartons’ utilizing popular animated characters to promote healthy lifestyle messaging on milk carton side panels and cafeteria posters.  Ultra-popular film and television stars like Spiderman, Batman, Transformers and Disney’s Fairies --- characters kids knew and cared about --- spread the healthy lifestyle, pro-milk message: an effective tactic to make milk “cool.” 5 Character Cartons

6.  Today’s kids are entertainment savvy and demand a fully interactive experience.  How could we bring the program to life in schools and on-line, getting kids directly involved in the experience? The answer:  Today’s kids are entertainment savvy and demand a fully interactive experience.  How could we bring the program to life in schools and on-line, getting kids directly involved in the experience? The answer: 6 Taking it to the Next Level Milk Rocks is a music-centric entertainment experience with tweens as the target audience, but reaches all students, K-12

7. The Milk Rocks! Program has three major components: In Schools 7 On the Web Live Events

9. A Variety of Cafeteria Posters… Surround Milk With Cool! A Variety of Cafeteria Posters… Surround Milk With Cool! 9

10. Music: The Universal Platform 10  If you want to encourage healthy choices, you have to make milk more exciting:  Kids love great carton graphics and music!  Put the two together and students respond!  If you want to encourage healthy choices, you have to make milk more exciting:  Kids love great carton graphics and music!  Put the two together and students respond!

11.  Milk Rocks! offers unparalleled access to engage with teens, tweens and elementary students in the schools, on the web, and at live concerts. As a result of our ability to provide massive exposure for emerging and established artists, we’ve forged deep relationships with the major and independent music labels -- and many of the most popular music acts in the world. 11 Top Stars Join Milk Rocks!

12. Be A Milk Rock Star! 12  Kicking off the Spring 2008 school semester, we launched this exciting contest as the centerpiece of the Milk Rocks program.  Students can strut their stuff and have a chance at national media exposure, recording contracts, special performance opportunities and other exciting ways to showcase their talent.  Our first program to introduce this contest featured multi- platinum superstars, Rascal Flatts!  Kicking off the Spring 2008 school semester, we launched this exciting contest as the centerpiece of the Milk Rocks program.  Students can strut their stuff and have a chance at national media exposure, recording contracts, special performance opportunities and other exciting ways to showcase their talent.  Our first program to introduce this contest featured multi- platinum superstars, Rascal Flatts!

13.  Contest ran from March 1, 2008 to April 15, 2008  343 Video entries submitted  More than 4 million web views  Contest ran from March 1, 2008 to April 15, 2008  343 Video entries submitted  More than 4 million web views 13

14.  Platinum-selling Plain White T’s swept across airwaves and iPods with their breakout smash hit “Hey There Delilah,” reaching #1 in the U.S., Canada and Germany, and in the Top 5 in many other countries worldwide  The ultra-catchy tune earned not only 2008 Grammy nominations for both “Song of the Year” and “Best Pop Performance By a Group,” but also won the 2007 Teen Choice Award for Choice Summer Song 14 September 15th – October 31 st 2008

15. Recent Promotions 15

16. On the Horizon… 16

17.  Our new MILK CARES campaign encourages students with a simple message: “You Can Make a Difference!”  Side panels, book covers and posters will tout such topics as “10 Minute Ways to Help Your Community,” “We Only Have One Earth,” “Student’s Guide to Fundraising” and more. Essay contests will serve to highlight how students can encourage others to help make a difference. And as part of this commitment, Milk Rocks! has joined forces with the Ad Council and other charitable organizations to promote positive values in an ongoing side panel campaign: Milk Cares! – A Good Works Program 17

18. Opportunities to Participate Ways to be involved in the program:  Content providers and media partners  Side panel and poster sponsors  Content for special programs  Customized contests and sweepstakes  Working with company charities 18

19. Questions? 19 Richard LongMike Salvadore MilkMedia Inc.206 Inc. 212.255.0989206.388.1442 917.568.8859 (cell)206.790.1107 (cell) richard@milkmedia.com mike@206inc.com richard@milkmedia.commike@206inc.com Kate BlevensErik Stein 206 Inc.Public Relations 206.501.2458213.639.6162 425.503.5470 (cell)310.663.4194 (cell) kblevens@206inc.comestein@solters.com kblevens@206inc.comestein@solters.com