When the IOC officially postponed the 2020 Games due to the COVID-19 pandemic, they didn’t just extinguish the torch, they also eliminated Milk’s biggest and only global sponsorship. So we pivoted our initial plans and partnered with swimming legend Katie Ledecky to create an inclusive “Olympic Event” in which everyone was able to participate—as long as they had a glass of milk.
In addition to the #gotmilkchallenge, we created six unique spots that officially brought the ‘got milk?’ campaign out of retirement. More than a relaunch, this was a re-imagination, as we repositioned the brand to appeal to a younger, social-first generation. Aka gen z.
CD: Jeff Immel + Kate Sullivan
ACD: Erica Ashe + Jeff Barry
AD: Tim Rocklage + Abby Rogers
CW: Nick Drew + Anna Jacobs
Producer: Dan Rucci
Editing: ThatLot
Music: Shindig