i think (if i'm thinking about the same thing) it's a campang that started in the US to get people to drink milk, all sorts of celebs were used like the olsen twins ect. it would apear kids dont drink milk anymore.
i thought it was some sort of campaign but it seems like there may be more to it - people occasionally throw it in to a conversation like it's a bad chat-up line (which it would be if anyone used it)