Re-Introducing Milk: MilkPEP Teams Up With Snapchat For The Next Big Sports Drink


Snapchatters were reached


increased commercial reach

+31 pts

multi product lift

The Story
The iconic “Got Milk?” campaign — created in 1993 by The Milk Industry Foundation (MilkPEP) — took pop culture by storm for two decades. 
Now, MilkPEP is back with a fresh tagline to target a new generation of consumers: “You’re Gonna Need Milk for That.” Specifically targeting Gen Zers between the ages of 13 and 17, MilkPEP’s primary goal was to drive mass awareness of Milk as an extraordinary sports drink, essential for athletic performance. 
In search of a platform that could foster meaningful, memorable connections with their Gen Z audience, MilkPEP came to Snap –– and milked every resource available for a successful campaign.
The Solution
The goal of the campaign was to include a retargeting and prospecting approach to encourage the audience to reconsider milk and its ability to fuel performance. 
Because their primary goals were awareness and reach, MilkPEP wanted to measure their success through Paid eCPM and reach engagement like the Swipe Up rate and video completions. 
To achieve their KPI, they focused on using a multiproduct approach on Snapchat to authentically reach the targeted demographic. Snap Select, Commercials, and Snap Ads were essential to making this happen.
The Result
Given that their target audience dominates on Snapchat, MilkPEP’s multiproduct approach to revamping the iconic “Got Milk?” campaign was a huge success, with ad solutions that perform in the brand’s favor — from the beginning of the campaign straight through to the end. 
By leveraging Snap Select, Commercials, and Snap Ads, MilkPEP reached 10.6MM3 Snapchatters, with Commercials increasing reach by 17% by adding 1.5MM incremental Snapchatters.2
Double digit ad recall lift of +31 points was seen for Snapchatters exposed to multiple products.1 Suggesting that higher levels of cross-exposure and multiple brand touchpoints further build awareness.
"In partnership with our media agency, Gale Partners, we utilized Snap’s multi-product approach to efficiently relaunch Milk’s new messaging to reach teens and tweens in an engaging manner and improve message association. Using Snap ads & commercials, we were able to surpass message Video View benchmarks and drive incremental reach. 
We were also able to connect with our audience authentically by utilizing Snap’s Interactive Augmented Reality product creative, where we again surpassed Lens share rates and save rates. We continue to innovate and optimize across Snap's ecosystem, which has led to significant drops in CPM’s and improving CPV’s, making it one of the priority platforms for Milk."

- Miranda Abney, Senior Director of Marketing, MilkPEP 
1 Snap Inc. brand lift survey of P13+ US Snapchat users May 18, 2021 - June 30, 2021. Control n= 442 exposed n=621
2 Snap Inc. internal data April 18 - June 15, 2021
3 Snap Inc. internal data May 18, 2021 - June 30, 2021