More than 200 million game pieces were circulated on the caps of white milk gallons, supported by point-of-sale materials installed in participating grocery stores. Consumers collect game pieces for an opportunity to win a grand prize, promoted with the tag line, "Live Like a Milk Mustache Celebrity for One Year!" The winner gets his or her own milk mustache ad in a national publication, along with a trip for two to the October 2000 World Series, the January 2001 Super Bowl, and Hollywood. A milkshake date with Ivana Trump, his and hers mountain bikes, and a plethora of other prizes are also included.
Consumers can also collect game pieces for lower-level prizes. To win, they must collect three caps: one with the word Milk, another with the word Mustache, and a third with the name of a celebrity. A public relations campaign, national commercials, and ads in trade magazines and newspapers support the program.