The Brief:
Milk sales were in a 20 year decline, young people especially were not drinking much of the stuff.
The Milk Marketing Forum needed a populist campaign aimed at teenagers that made drinking milk cool again.
The Solution:
Our 'Make Mine Milk' multi-channel idea won the pitch.
We used populist celebrities who teenagers aspired to be as brand ambassadors, and gave them 'Milk Mustaches' to show that they enjoyed drinking milk themselves.
Links: MMM Facebook
The Make Mine Milk Challenge:
Taking the idea into social - our brand ambassadors filmed and shared themselves downing a pint of the white stuff as quickly as they could.
This became a competition between celebrities. It also quickly became a challenge taken up by UK teenagers.
They filmed their own attempts, shared them on social media, and laid down the gauntlet to their friends.
A Make Mine Milk Microsite and Facebook Page was created as a campaign destination.
Lots of fun content was created including 'Milk Tash' generator.
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