MilkPEP

Weber Shandwick *Lead Agency

Lori Fromm, EVP, Client Experience
Kelly Miller, SVP, Client Experience
Sung Kim, VP, Platform Strategy
Jeff Immel, Group Creative Director
Dan Rucci, Executive Producer
Komal Parikh, VP, Client Experience
Margaux Pepper, Director, Strategy
Kate Sullivan, Creative Director
Tim Rocklage, Sr. Art Director
Caitlin Immel, Account Director
Katy Alexander, Account Director
Morgan Quilici, Senior Manager
Alahna Anderson, Project Director
Kelsey Bardach, Associate
Luisa Barrientos, Associate
Alana Basil, Senior Associate
Rob Carlin, SVP, Analytics
Austin Cervone, Associate
Nick Drew, Senior Copywriter
Jenny Fliegel, Senior Associate
Tom Gavin, Senior Associate
Kevin Hyde, Junior Associate
AnnaJacobs, Junior Copywriter
Nellie Kennett, Account Director
Nancy Kibort, VP, Client Experience
Brent Krusche, VP, Analytics
Alyssa Lucas, Associate
Natalie Metzger, Junior Associate
Katie Niemiec, Manager
Bailey Ogalla, Associate
Sydney Rodgers, Associate
Abby Rogers, Junior Art Director
Kellyn Schmitt, Senior Analyst
Natalie Soper, VP, Client Experience
Zack Warso, Senior Associate
Kelsey Williamson, Senior Manager
Ebrahim El Kalza, EVP, Planning
Jim Paul, Managing Director & Executive Creative Director

Milk’s been declining for decades, especially among tweens/teens. When COVID created an unprecedented demand spike, we were challenged to sustain momentum– despite a cancelled Olympic sponsorship. Social analysis uncovered posts where people were playing with, not just drinking, milk. Harnessing the competitive spirit of the Olympics, we decided to spark a trend with an influencer-led #GotMilkChallenge on TikTok. Making user-generated milk-fueled-feats the heart of our 360 campaign garnered more views (4.3B) than the 2016 Olympics (3.6B), motivated milk consumption (61% of teens/tweens), and contributed to 20MM gallons in incremental sales.