24club is part of a launch campaign for “24”, milk with flavour, that’s low on fat and sugar. “24” is a healthy alternative to the sodas and other soft drinks that are currently preferred by the target group, Norwegian kids, aged 12–17. “24” is a perfect refill when kids are busy doing the things they like to do. Generating activity is an important part of the brand building. All communication in other channels promotes “24club”, where visitors find entertainment, games and competitions.