MILK OUT
The Ask: Reframe milk as a cool, every-day drink that adults won’t feel judged or ridiculed for enjoying.
Insight: Oftentimes, the last thing you want to do after a long week of work is stay out late. Yet, you still want to see your friends you haven’t caught up with in weeks. That’s why a can of milk can be your version of a pregame – a pregame for going to bed, of course.
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. See the friends you want to see. Have conversations just until your social battery runs out. Whenever you’re ready, you’re dipping early.
Copywriter: Jenny Kim
Art Director: Hannah Rawitscher
Package Design
Shh… don’t let them know your “drink” is actually milk. 🥛
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.
