?Up until the 1990's, the milk industry had been experiencing about 30 years of declining trend in per capita consumption. In response to the decline, the MilkPep organization was established. The Milk Processor Education program (MilkPEP) is an organization authorized in 1990 by congress and also funded by many of the nations dairy processors to help give an authoritative “marketing voice” to an industry whose products are traditionally sold as a commodity. This “marketing voice” was created to help further educate consumers about the benefits of drinking milk so that the consumption would increase. MilkPEP then created the famous “milk mustache” which led to the development of the Got Milk campaign. Beginning in 2002, MilkPEP as well as Harris Interactive started a year long research program in order to try and identify the decision-making process that consumers use when attempting to select a healthy beverage in a certain setting. This decision-making paradigm was further excavated by the professional expertise of the Harris Interactive Means-End theory. Thus help aided in the clarification of the psychological effects that the milk product had on motivating both consumers’ emotions and personal values. The main goal of this program was to understand and effectively deliver a competitive position for white milk in a world of unhealthy beverages such as carbonated soft drinks, fruit juices, and sport drinks. The program was divided into four different phases. The first phase was several Triad discussion groups with young children, mothers, and adult women. A company known as Lowe Worldwide created six concepts to help better communicate the potential benefits of drinking milk. Harris Interactive then conducted several different triads with specific target audiences to carefully listen to milk consumers discuss why they believed milk was either important or not important to them. The research revealed that three out of