Got Milk?

Milk had been losing shares in the market due to innovation for milk alternative. Regular dairy milk had been seeing steady decline for years. But when the global pandemic hit in 2020, people went back to old reliable and the taste of nostalgia regular milk. So much milk keeping it on the shelf was difficult. Kids and parents alike were sharing their creativity and raising a glass of that white nectar of the gods. Our task was to reinvent ‘got milk?’, no problem that’s like asking someone to relaunch “just do it”. Our goal was to engage a new generation by encouraging Gen Z, Millennials, Gen X and even a few Boomers to 'show us what you got’ in new fun and ridiculous ways, sharing it for the world to see.

Results:
- 4B+ TikTok views of our #GotMilkChallenge
- 5000+ #GotMilkChallenge videos created by fans
- #1 and #2 on Reddit’s Front Page (Katie Ledecky & Tony Hawk activations individually)
- SportsCenter ‘Top 10’ Katie Ledecky
- 650M+ earned media impressions and counting (not including social)
- We went “viral” TWICE

Social Activations

With the Olympics cancelled, we kicked things off with a TikTok #GotMilkChallenge like no other from gold medal-winning U.S. Women’s Olympic Swimmer Katie Ledecky. Tony Hawk wanted to join in on the action both making SportsCenter.

How It Started

TV Spots

Creds:
ECD: Jim Paul
Group Creative Director: Jeff Immel
Creative Director(s): Kate Sullivan (AD) & Jeff Barry (CW)
ACD: Erica Ashe (AD)
Sr. Creatives: Nick Drew (CW), Tim Rocklage (AD) & Paddy O’Connell (AD)
Jr. Creatives: Anna Jacobs (CW), Peter McCormick (CW)
& Abby Rogers (AD)
Music Production: SHINDIG Music + Sound
Music Artist: Chief Wakil
Editing + Animation: ThatLot

Awards:
D&AD // Shortlist // Integrated Campaign // 2021
D&AD // Shortlist // PR // Use of Talent & Influencers
NY Festivals // Silver // Sports: Best Use // Celebrity/Athlete/Influencer
NY Festivals // Silver // Social Media // Activation & Engagement: Best Use
One Show // Finalist // Integrated PR Campaign
One Show // Shortlist // Social Post - Single
One Show // Shortlist // Stunts & Activations
Sports Clios // Bronze // Direct // Social Media
Sports Clios // Bronze // Public Relations
Sports Clios // Bronze // Social Media // Multi-Platform