We recruited the children of the original celebrities in the ‘Got Milk?’ campaign. Brooklyn Beckham, Ella Travolta, Sailor Brinkley and Myles O’Neal donned the iconic milk mustache — but now made of Nextmilk.
Partnering with the next generation to launch the Nextmilk mustache required an unmissable, integrated media takeover that sparked instant virality and talkability. We turned that spark into engagement asking Who’s Next? and inspiring the world to share their own Nextmilk mustache for a chance to be featured in our ad. Ultimately, the momentum created with this viral campaign was translated into action getting dairy fence sitters to try Nextmilk.
We kicked off to quickly build maximum impact with high impact digital OOH in heavy foot-traffic, “celebrity-rich” environments; a People Magazine takeover, an execution iconic to the original campaign, but now on social and digital to reach the next gen; and custom integrations to bring the Nextmilk mustache into culture at scale
1) Jimmy Kimmel Live: ‘Mr Mustache Competition’ hosted by Jimmy Kimmel, with his side-kick Guillermo as the winning contestant
2) Good Morning America: The following day, Guillermo appeared on GMA to celebrate his win.
We used Social and Search to turn impact into engagement. Creating bespoke TikTok effects for consumers to create their own mustache, we asked and answered, ‘Who’s Next?” Rounding out our 360 takeover, we expanded Search keywords to contextually relevant celebrity related terms to reach hand-raisers.