When it comes to iconic advertising brands, it doesn’t get much better than California Milk Processing Board’s (CMPB) got milk? But even the most famous of brands have short comings. While awareness of got milk? was high, the rise of milk alternatives and negative rhetoric towards dairy milk had drastically led to the decline of dairy milk sales. Our task was to get people to see what makes dairy milk so great.

Role: Account Planner supporting in creative strategy

You Can Always Count on Milk (2018)

While parents are the ones purchasing milk, it’s the children that are mainly drinking it. So we decided to look at life through their point of view. Homework, allowance negotiations, science fairs, dealing with extended family… Being a kid is tough. But despite the hurdles of pre-teen life, one thing’s for sure: you can always count on milk.

Tasty Truths (2019)

“Drinking dairy milk is unhealthy.” “Milk alternatives like almond or soy milk are healthier.” The rhetoric of dairy milk being unhealthy is just not true, but we needed to help consumers see that with simple, lighthearted facts.

Glass Half Full / El Vaso Medio Lleno (2020)

Because of the pandemic, dairy milk drinkers (kids) had been stuck at home for almost a year. As a loyal ally to all children, we felt it right to help cover the latest at-home news and phenomenon that was occurring among kids’ households.