MilkPEP
Reversed a 20-year-long sales decline.
Case Study
“This reverses trends that have been in place for decades.”
“Dairy milk makes a comeback”
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Case Study
Despite one of the most iconic campaigns in history, dairy milk was in a decades-long US sales decline. Fewer and fewer people actually “got milk” in the face of intense new competition and evolving customer habits. Milk needed to move from a necessity to a preferred choice.
We began to rebuild on some simple truths. Milk hydrates better than water, it helps you stay active longer and recover faster. It has been powering athletes since there were athletes. So, we didn’t pick a fight with soy, we picked one with sports drinks. We shifted our focus to our most important buyers: women. Our mission became to support them wherever they needed energy to perform.
20
Reversed a 20-year sales decline
0.9%
SALES increase
47mm
equivalent to 47 million NEW gallons sold
We created Team Milk, an incredible community of women runners. Through Team Milk, we sponsored every woman runner in the New York City Marathon, then amplified our support to a national level with the launch of our very own race: Every Woman’s Marathon—built for women, by women.
To reach a younger audience, we made an epic entrance into esports by creating The Milk Cup—the first ever Fortnite tournament for women. It was watched by more people than any Fortnite event, ever.
Once we established ourselves in competition, we turned to culture, and then we picked a fight with our old friend soy.
We partnered with Aubrey Plaza to launch a satirical product called Wood Milk, Queen Latifah helped us tackle Milk Shame, and Vanessa Beyer serenaded our dairy farmers.
From comedies to characters, we poured Milk back into pop culture.
