How MilkPEP and Gale Rebranded ‘Got Milk?’ for a New Generation

A case study in embracing the best of both brand and performance marketing

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When the national milk processors’ organization MilkPEP and the agency Gale embarked on the challenge of repositioning milk for a new generation—and during a global pandemic, no less—they knew they needed to think differently than their “Got Milk?” predecessors.

“Got Milk?” is one of the most effective advertising campaigns in American history. It was clever. It was trendy. It was omnipresent. Most of all, it was memorable. But “Got Milk?” debuted at a different time, for a different generation—before the internet, social media and data analytics changed the way marketers build brands and engage with consumers (and before a trip to the supermarket or coffee shop presented shoppers with an overwhelming number of plant-based milk choices).

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