Hold My Milk TikTok Challenge

YOU’RE GONNA NEED MILK FOR THAT

Milk sales had been in steady decline for years and among teens & tweens it lacked any relevance.

Tasked with developing a sports focused campaign for got milk?’s Olympic sponsorship, we decided to surprise teens & tweens with a new take on milk. Supported by the finding that 9 out of 10 Olympians drank milk on their way to the Games and the fact that milk has been around for centuries and centuries, we repositioned milk as The Original Sports Drink.

From here we created the creative platform You’re Gonna Need Milk For That. A simple idea that means whenever you’re chasing a challenge or opposite any competition only the natural, nutrient-rich milk we’ve trusted for thousands of years will do.

The goal of our campaign was reconsideration of milk. So whether it was having Olympic climber Kai Lightner scale a wall on top of an OOH billboard, the Hold My Milk TikTok challenge where athletes and teens showed off what milk powers them to do, an Olympics street game within Roblox where milk was an in-game power up or building a gym in the back of a grocery store fridge, every piece of You’re Gonna Need Milk For That had one goal - demonstrating that milk isn’t just a drink for kids, it’s a drink for athletes.

ROLES: Brand foundations, Campaign Strategy, Creative Brief, Comms Strategy, Social Strategy