Big Dairy has sought to stand out after years of ceding ground to plant-based alternatives. However, MilkPEP’s new ads attempt to be self-aware of milk’s stigma of being “more on the plain side,” Eng said.
“It’s important to lean into the human and cultural truths like the relatability,” Eng added, noting MilkPEP is working to embed itself deeper into culture.
Gale has been helping the agency reengineer its iconic “Got Milk?” campaign for a new generation, through campaigns featuring talent such as Queen Latifah and Saturday Night Live star Vanessa Bayer.
The nonprofit has also been tapping into TikTok trends like 2024’s “How It Started / How It’s Going,” and recently it also partnered with Fortnite streamer Aussie Antics on a live, chat-driven puzzle to reveal the “Milk Cup ” finals soccer tournament location.
Quality over Quantity
While generative AI has been gaining steam among creative agencies, Eng said it wasn’t used in this campaign.
The creative argued the tech wouldn’t be capable of capturing the desired nuance in storylines and visuals, and likely would’ve still churned out quantity instead of quality.
“I’m not sure AI could have captured those more charming moments,” she said.
