Got milk again

Our Challenge

The Danish Dairy Board wanted to create a Danish version of the world-famous “Got Milk?” celebrity campaign. Our challenge was to adapt the campaign for use in the DDB’s school milk program, i.e. to make it interesting to children between the ages of 8 and 12.

Strategy and Activation

The “Got Milk?” celebrity campaign was initially a print campaign with substantial media budgets targeting adults. In order to reach our target group members, we chose to use the only media channel we knew they were exposed to every day – the school milk carton – in order to seed the campaign and drive traffic to interactive online activities.

Execution and results

We used Danish celebrities from the worlds of sport, music and television to create attention on school milk cartons and to introduce the online campaign’s main activity – a school milk carton design contest for children.

The design contest proved a huge success with children and teachers, receiving more than 8,000 design proposals from school classes around the country with an estimated number of 70,000 children participating. The winning designs now ads colour and life to hundreds of thousands shool milks distributed in Danish schools every day.