MoOOoYouWin is BC Dairy Foundation's annual promotion, occurring between October 1st and November 30th. This year youth everywhere raced to get their hands on cow-spotted milk cartons or peel-and-reveal bottles for their chance to win one of over 22,000 prizes.

In addition to the Mooing milk cartons and peel and reveal bottles, more prizes were available to be won on-line at www.drinkmilk.ca, an innovative and interactive website.

MoOOoYouWin has the challenging goal of
re-awakening beverage considerations among youth between 16 and 23 years of age, the age bracket where strong bone development is crucial and milk consumption begins to decline. "The calcium and other bone building nutrients in milk are essential during these years to build strong bones to last a lifetime", says Robin Smith, Executive Director of BC Dairy Foundation. "BC Dairy Foundation launched the Moo You Win contest to recapture the attention of BC teens on their turf, on their terms".