Milk Mustache Database

Notes

The $50 million campaign that replaced the Milk Mustache, from Lowe Campbell Ewald of New York. It showed consumers literally powered by splashes of liquid milk during physical activity, narrated with lines such as ‘what eight grams of protein looks like’. Julia Kadison, then interim CEO of MilkPEP, framed it as a shift to nutrition rather than an abandonment: most Americans have milk in the fridge but have forgotten why. Deliberately celebrity-free, built on what she called everyday folks. She also said it would be nuts to walk away from the mustache entirely, and that it would be used more tactically in future — which is why mustache work continues to appear after 2014.