Every year, BC Dairy Foundation runs an on pack promotion aimed at youth and young adults. Over the years, kids had a chance to win exciting trips, cars, computers, ski passes and more. In 2009, the promotion was featured on single serve cartons and jugs. The Must Drink More Milk to Win promotion ran from November until December. Prizes included ipod nano, mac book computers and a trip for three to spend $10,000 at the Los Angeles flagship Apple store.

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