Milk Life
U.S. Olympics
Raise a Glass. Build a Champion.
Client: MilkPEP
Brand: Milk Life & U.S. Olympic Committee
Campaign: Raise a Glass. Build a Champion
Advertising Agency: FCB Global Chicago
Role: Art Direction & Design
Milk has always played a role in fueling athletes. And in 2016, for the first time, Milk Life became an official sponsor of Team USA. To bring awareness to the partnership and drive sales in-store, we developed a digital platform, #BuildingChampions, and a promotional retail campaign called, “Raise a Glass. Build a Champion.” The campaign was based on educating consumers about the nutritional benefits of milk, specifically protein. The wording “Raise a Glass”, was a nod at the infamous Olympic torch relay, the ceremonial relaying of the Olympic flame from Olympia, Greece, to the site of an Olympic Games. This too inspired visuals and signage used in-store.
The digital promotion involved consumer participation. When a consumer bought milk, they took a photo or video with friends and/or family raising a glass of milk like a champion. They then uploaded their content on the Milk Life Building Champions microsite, where they were entered to win prizes. Consumers were encouraged to share content on their social channels in order to receive additional sweepstakes entries.
