MilkPEP and Weber Shandwick, N.Y., are partnering on a new campaign that has "resurrected for a new generation of consumers" the "Got Milk?" slogan, according to Kathryn Lundstrom of ADWEEK. The campaign "celebrates people interacting with milk on social media while they're stuck at home, quarantining or working from home" because of COVID-19. The campaign includes a TikTok challenge that MilkPEP launched in partnership with Gold Medal-winning U.S. swimmer Katie Ledecky, who "swims the length of an Olympic pool with a glass of chocolate milk balancing on her head." So far, the #GotMilkChallenge hashtag has 432.4 million views on TikTok. In addition to Ledecky, MilkPEP recruited "roughly 20 other influencers and sports stars" to participate on TikTok and Instagram, including professional basketball player and social media influencer Crissa Jackson. The campaign "includes TV spots that will run on social, digital, streaming and linear." MilkPEP CEO Yin Woon Rani said that the program later in the year plans to "release followup spots and more partnerships with sports stars and influencers" (ADWEEK.com, 8/4).
