Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.
Late last summer, Olympic champion Katie Ledecky helped revive the legendary “Got Milk?” tagline by swimming the length of a pool with a glass of chocolate milk balanced on her head. It was TikTok gold.
For the follow-up, the national milk processors’ organization, MilkPEP, has staged another physically challenging stunt—this time, with an elite climber who scales a 30-story building in Kansas City, Mo.
The group is also debuting a new slogan, “You’re Gonna Need Milk For That,” repositioning milk as “the original sports drink” in work that intentionally has “more swagger and attitude” than previous campaigns, according to Yin Woon Rani, MilkPep’s CEO.