To capture the attention of young consumers and their moms, point-of-purchase displays announcing the "Wilder Side of Milk" sweepstakes featured a chocolate-colored mountain bike sporting cow spots and the "Got Milk" logo, and special edition remote control Monster Trucks. Participating grocers were required to promote any size chocolate milk at a featured price in their weekly ads and in-store circulars. More ads equaled more prizes for the grocer that could be kept or used for an in-store raffle. Radio spots, TV tags, and coupon distribution earned prize credits as well. Customized marketing support included ad slicks, tear pad entry forms, and winner ads and press releases citing studies that showed 55% of kids aged 6-11 reported they would drink more milk if it was chocolate.