This 360º campaign repositioned milk as a sports drink—and reversed a 20-year sales decline.

Despite having one of the most iconic campaigns in history, dairy milk was in a decades-long US sales slump. It also lacked relevance with teens and tweens. Milk needed to move from a bland necessity to a preferred choice.

We built on some simple truths: milk hydrates better than water, it helps you stay active longer and recover faster. It has been powering athletes since 776 B.C. In fact, 9 out of 10 Olympians drink milk on their way to the Games. So, we didn’t pick a fight with soy, we picked one with sports drinks.

Whether it was having Olympic climber Kai Lightner scale a wall on top of an OOH billboard, the #HoldMyMilk 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 for kids: it’s for athletes.

341% Lift in “Milk Powers Athletes”
#HOLDMYMILK on TikTok reached 16B views

Made with friends at GALE, for Got Milk?

ECD: Geoff Edwards
CDs: Carmen Love (CW) and Deniz Marlali (AD)