Milk for Teens
Teens think Milk is infantile and lame. How do you get them to change their minds? By tapping into culture and meeting them at their level—unhinged milk characters.
We launched by joining the TikTok Cake Check Challenge that organically got +2.7m views, posted videos everywhere teens are, sprinkled in some polls, continued the momentum with a Snap Lens that went viral (by Snap standards), and are on our way to an episodic.
Milk for Teens
Brought Got Milk to the modern age.
STORY
Teens think Milk is infantile and basic.
We flipped the script and turned Milk from ‘just another advertiser’ to entertainer with a social-first, self-aware content strategy. First, we designed videos and experiences that resonated with them by tapping into deep cuts, trends, and culture. Then, we met them where they are, on TikTok, Snap, Twitch, and YouTube. Always showing that milk helps you do the things you want to do.
Creator Partnerships
+2.7m organic views
Lens Playtime: 3.5 minutes vs 4-6 seconds average
Organic Shares: 1.3 million
Agency: GALE
Role: CD/Art Director
CCO: Winston Binch, ECD: Geoff Edwards, CD: Andre DeCastro, AD: Ploy Sungkobol, CW: Adam Tarchoun, CW: Cameron Mcintosh, Motion: Caleb Drewel, Producer: Cristina Martinez
