milkpep - ‘got milk?’ 2.0

Diagnosis:
With the invasion of alt milks, OG milk had been losing market share for years. But when the world came to a standstill in 2020, people went out and got regular milk. LOTS of it. And they weren’t just drinking it. Kids and kids at heart were unleashing their creativity through it with cartons, jugs and that white liquid gold itself.

Prescription:
Reinvent ‘got milk?’ for 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

Press:
CNN, New York Times, Washington Post, Sports Illustrated, TMZ, Fox Business, ABC News, The Cut, NBC Sports, Huff Post, The Sun, USA Today, Mashable, Yahoo Sports, cnet, Insider, AdWeek, Glamour, Barstool Sports and even Reddit showed us some major love.

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

Activation(s)

What happens when an Olympic sponsor suddenly has nothing to sponsor due to a global pandemic? You make your own Olympics…well, sort of. We kicked off our #gotmilkchallenge with Olympic gold medalist Katie Ledecky doing something crazy with milk, inspiring others to do other crazy things with milk.

Followed by skate legend Tony Hawk.

TV/OLV

And after sorting through a few bazillion UGC clips of people having fun with milk and writing hundreds of lyrics, we launched our TV across multiple genres including: Sports, Gaming, Snacking and more.

Holiday Song - “Milky Holiday”

And just when you thought we were done, we produced a full length song to get everyone in the spirit called ‘Milky Holiday,’ which you can find on Amazon Music and Spotify.

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