got milk?

Gradually, but definitely, milk has become meh.. good ol’ milk is nostalgic, comfortable, school cafeterias. it's that thing in your fridge you put in coffee, add it to cereal or dunk your cookies in it. It’s suffering on the coasts because the dairy industry in losing the battle from perception and reputation.

Milk needs modern, relevant energy and get people to rethink what milk can do. Milk has been around for 3,000 years. it's fueled athletes since 776 B.C. So we needed to reclaim milk’s title: The Original Sports Drink. It has 13 essential nutrient that help fuel athletic performance. 

We launched with an epic stunt to showcase what milk can fuel you to do featuring climber kai lightener and award winning director jimmy chin and featured it across social as well as a behind the scenes video. Then we established our new brand tone across all of our channels — website, ooh, social, influencers, programatic.

Using an existing Olympics partnership, we decided to highlight sports either debuting  or returning after a hiatus to the 2021 Olympics in Tokyo. To build Team Milk 2021, we chose athletes who are cutting-edge and fresh, practicing in sports that we knew teens would care about: BMX freestyle, skateboarding, softball, and karate. 

for more, please visit www.gonnaneedmilk.com