got milk? x KITH

Los Angeles, CA

 
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Project Overview

A unique brand partnership with Kith Treats to revive the iconic Milk Mustache campaign. Our strategy was to leverage iconic assets, placing milk at the center of pop culture conversation again in an unexpected way. The activation included wild postings across Los Angeles featuring modern day celebrities - Chrissy Tiegen, Seth Rogen, Bobby Flay and Joan Smalls mirroring the original ‘got milk’ ads; a VIP Influencer and media party, a cool milk-based refreshment; and co-branded Kith Treats/got milk? Apparel designed by Kith’s Ronnie Fieg.

My Role

ROX United Agency lead for got milk? which included full ownership of the project internally to support Kith. Contract support, brand partnership and marketing collaboration needs, creative support, talent selections, final approvals on campaign, press copy, execution.

The wins

Media coverage in WWD, Food and Wine, Highsnobiety, Hypebeast with over 450M impressions earned.