Rebel sell.

They don't wear a milk mustache. In fact, they wear nothing at all. A parade of Chilean celebrities is baring all in a new ad campaign on behalf of an embattled national dairy industry. Chileans knocked back 128 liters per capita in 2003, far below the 160 liters recommended by the World Health Organization.

Chile's milk producers say the industry needed to send a strong message. "Chile is a country of stuffed shirts, so this campaign is going to shake them up, and at a relatively low cost, thanks to the nudity," says Ricardo Michaelis, dairy federation president.

A clothed version of the campaign started in 2002, leading up to the current, disrobed version, which runs through this month. "Milk had the image of being lame and old-fashioned, and Chileans related it to their mothers, the countryside and cows," says Marcelo Leniz, CEO of ad agency Leniz and Lobato, which developed the campaign. "Obviously, for young people, the image was horrible."

Yet it's not being naked that sells; it's ticking off conservatives. As Chilean kids travel and see more of the world, green and blue hair, body piercing and public nudity is associated with freedom. Rebellion is an easy sell to young people.

Not everyone is laughing. "In Chile, advertising, posters, TV, art and everything else is going down the road of stripping. And it isn't healthy," says Francisco Javier Donoso, president of conserative group El Porvenir de Chile. "The new ads show that the milk industry is desperate."