The campaign features four celebrities chosen for their physiques and appeal to teenagers: the soccer star David Beckham; Alex Rodriguez, the Yankees third baseman; Sasha Cohen, the ice skater; and Carrie Underwood from “American Idol.”

The new campaign’s message — that studies suggest “teens who choose milk tend to be leaner, plus the protein helps build muscle” — carries the theme “Body by milk” and is reinforced by a new Web site, bodybymilk.com. This message is generating criticism among doctors and nutrition experts, who question its conclusions.

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