Milk - Got Milk? Relaunch

When you’re asked to re-invent one of the most iconic advertising campaigns to date in order to appeal to a new social generation - all during a worldwide pandemic - you have to come up with some Olympic-sized ideas.

We launched the #GotMilkChallenge on TikTok during what would have been the 2020 Summer Olympics starring gold medalist swimmer, Katie Ledecky. She swam the length of a pool while balancing a glass of milk on her head. We then asked the internet to show us what they can do with milk and the content came pouring in. We created TV spots with all that UGC and then kept the challenge alive with a follow-up featuring pro skateboarder, Tony Hawk, doing some wild tricks without spilling a drop from the glass of milk in his hand. With the campaign reaching over 4.3 billion views on TikTok - which was more than the 2016 Olympics had viewers - it's fair to say, the #GotMilkChallenge was the Olympics of the pandemic.

[ADDY x4, One Show x1, D&AD x2, PR Week x4, SABRE x1, Webby x2, Clio x1]