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MilkPEP
Project type
Omnichannel Shopper Marketing Campaign
Agency
The Mars Agency
Milk has always been a performance drink. The problem was nobody was saying it.
While energy drinks and protein shakes rewrote what "peak" performance looked like, milk got left out of the conversation entirely. YOU'RE GONNA NEED MILK FOR THAT set out to change that — repositioning dairy as the original sports drink and putting Team Milk athletes front and center.
As the copywriter on this campaign, I owned everything from shelf to digital experience — in-store signage, floor decals, carton copy, and the touchpoints that brought Team Milk athletes to life right there in the dairy aisle.
Turning the dairy aisle from a sea of white into a destination worth coming back to.
