Challenge
Got Milk?, one of the most iconic campaigns in advertising history, needed a reboot. With shifting cultural values and changing consumption habits, the brand faced the challenge of staying relevant to Gen Z and multicultural audiences who value authenticity, identity, and representation. The objective was to create a new wave of campaigns that not only modernized the brand voice but also made milk feel aspirational again.

Insight
Milk is no longer just a household staple—it has become a cultural battleground in conversations around wellness, sustainability, and identity. By positioning milk as a symbol of confidence, realness, and cultural pride, the brand had an opportunity to tap into the emotional drivers of younger, diverse audiences—especially in markets like California, where lifestyle and culture intersect.

Solution
As Associate Creative Director, I worked on several campaigns that redefined what milk could represent in today’s culture. These included:

• Everyone Wants to Be Milk: A bold, attitude-forward campaign that framed milk as more than a beverage—milk was the it thing, something so iconic that everyone wanted to embody it. We used strong visuals, witty copy, and a fashion-editorial aesthetic to elevate the product as a cultural icon.

• Get Real with Diego Boneta: This campaign leaned into authenticity and Latino pride, featuring actor Diego Boneta in a fresh, relatable light. We focused on real stories and a conversational tone that resonated with bilingual and bicultural audiences, using Diego’s charisma and connection to bring cultural depth to the message.

Across each campaign, I led creative direction and worked closely with designers, copywriters, talent, and production teams to ensure that every asset—across digital, social, OOH, and TV—was both strategically sound and creatively resonant. We tailored messaging to meet our audience where they were, speaking with rather than at them.

Results
These campaigns helped reposition Got Milk? as a culturally aware brand that understands its evolving audience. Engagement metrics on social channels exceeded benchmarks, and brand perception studies showed increased relevance among Gen Z and Latino consumers. The work brought new energy to the campaign while honoring the legacy of the brand.

Takeaway
By blending cultural insight, humor, and bold creative direction, I helped Got Milk? reconnect with a new generation. The campaigns demonstrated that even legacy brands can stay culturally relevant—when they listen, evolve, and create work that speaks to the heart of identity.