Milk x spotify

Challenge
To get a foothold in culture the ‘milk is a performance drink’ narrative needed to show up in places where folks were getting active. Sometimes that meant showing up in their ears. A Spotify media buy gave us the opportunity to appear as ads on popular workout playlists and across the platform at large.

Solution
There are few things more jarring than listening to your favorite music during a workout and then being hit with an ad mid rep. We used this insight to develop two sets of Spotify ads (Audio + Video) that leaned into the work out angle, and turned the interruption into an invitation. The first ad, This is Not a Break, invited listeners to keep up the intensity no matter what. The second went in the opposite direction, inviting listeners to a moment of zen. These two approaches embody the two sides of the milk performance narrative: Exercise and Recovery.

This is not a break

MILK Mantras

Team

ECD: Geoff Edwards
CD: Andre De Castro
AD: Damien Lecocq
CW: Adam Tarchoun