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
problem: Teens think Milk is infantile and lame. How do you get them to reconsider milk?
By making Milk *cool* with cute but totally unhinged characters.
We launched with TikTok & YouTube videos tapping into trends & culture, sprinkled in some polls, continued the momentum with a Snap Lens, and are on our way to an episodic.
TikTok Cake Check Challenge with +2.7m organic views.
Average Snap Lens Playtime:
4-6 seconds
Bubbly Jeri Lens Playtime:
3.5 minutes
Organic Shares:
1.3 million
Agency: GALE
Role: ACD/Art Director
CCO: Winston Binch, ECD: Geoff Edwards, CD: Andre DeCastro, AD: Ploy Sungkobol, CW: Adam Tarchoun, CW: Cameron Mcintosh, Producer: Cristina Martinez
