MilkPEP is focusing on winning Gen Z. This gen just doesn’t drink milk like older ones did as kids or even do now, with one report finding Gen Z in the U.S. drinks 20% less than the national average. The “got milk?” slogan doesn’t quite work on the oat milk latte generation, but influencers do! So, MilkPEP has adjusted their “Gonna Need Milk” platform with new messaging. Their MilkXP YouTube series is bringing popular Gen Z influencers in to speak not only about the health benefits of drinking milk, but topics like financial literacy that could be more appealing to young viewers. (If the goal is to beat the “embarrassing” identity of drinking whole milk, leading with it probably won’t work.) The company is also using video game activations, cinematic (read: anime) advertisements, and even Calvin Klein-esque thirst traps with celebs to push this gen back to dairy. (Yahoo!)
👀 Read more from YPulse: Even Aubrey Plaza Can’t Make Gen Z Drink Milk
