MILK OUT
The Ask: Reframe milk as a cool, every-day drink that adults won’t feel judged or ridiculed for enjoying.
Insight: After that 4pm meeting on a Friday, the last thing you want is to stay out until 4am. But sometimes we still have to show face. Why not still go out but dip at 12? That’s not lame, you just need to tap out early.
Way In: Milk Out is the new Irish Goodbye. Your nighttime routine begins when you’re drinking milk out of a “beer can” at a bar. Get a few hours of socializing in and catch up with your friends. When that can is done, you’re ready to go home.
Package Design
If you’re going to stay sober, might as well carry around a cute can instead of a glass of water.
OOH
Location matters. That’s why we’re going to place these OOH ads in front of bars and subways so people can go home early guilt-free.
Social
Let’s bring this campaign to socials. With brand hashtags and influencer collabs, we’re getting Milk Out out there.
