For years, the U.S. dairy trade’s signature slogan was “Milk: It Does a Physique Good.” Now, Large Milk is tapping into Gen Z’s anime obsession to advertise the drink’s advantages, whereas winking at what it will probably’t ship.
“Milk Can Assist,” is the most recent marketing campaign from the Milk Processor Schooling Program (MilkPEP)— a USDA-backed nonprofit funded by a compulsory levy on dairy processors. It includes a collection of humorous, self-aware anime-inspired movies displaying how milk will help construct muscle and top, whereas additionally highlighting the issues milk in all probability can’t do, like cease a Kaiju assault or heal a damaged coronary heart.
The movies use Japanese-style anime aesthetic however characteristic characters that signify the cultural range of the U.S.
Developed by Stagwell-owned company Gale to assist MilkPEP interact youthful audiences, the inventive was a collaboration with Oscar-nominated and Emmy-winning animation studio, Nexus Studios.
The marketing campaign launched in early July with a homepage takeover on Crunchyroll, a well-liked anime streaming and video web site. 15 and 6-second variations are additionally operating on platforms resembling TikTok and Snap.
Anime’s over-the-top storytelling and expressive visuals provide a versatile canvas for manufacturers, whereas placements on area of interest platforms like Crunchyroll will help advertisers stand out in a sea of cluttered platforms, Gale’s inventive director, Ali Eng, advised ADWEEK.
Anime is already booming with younger and various audiences, and manufacturers together with Toyota have additionally been investing within the medium.
A 2024 survey by Vox Media discovered 42% of Gen Z watched the style every week. The report additionally famous anime over-indexed amongst Black, Asian, Latino, and LGBTQ+ U.S. audiences within the U.S. Crunchyroll was listed because the fourth hottest platform the place Gen Z and millennials tuned in, behind Amazon Prime Video, Hulu, and Netflix.
Differentiating Dairy
After years of decline, issues are wanting glass half full for the dairy trade.
In 2024, U.S. consumption of entire milk elevated 3.2% over 2023, in accordance with information from market analysis agency Circana. This marked simply the second annual improve because the Nineteen Seventies. MilkPEP estimates U.S. fluid milk gross sales grew 0.8% in 2024, or about 40 million gallons.
Large Dairy has sought to face out after years of ceding floor to plant-based options. Nonetheless, MilkPEP’s new advertisements try to be self-aware of milk’s stigma of being “extra on the plain facet,” Eng mentioned.
“It’s necessary to lean into the human and cultural truths just like the relatability,” Eng added, noting MilkPEP is working to embed itself deeper into tradition.
Gale has been serving to the company reengineer its iconic “Acquired Milk?” marketing campaign for a brand new era, via campaigns that includes expertise resembling Queen Latifah and Saturday Night time Reside star Vanessa Bayer.
The nonprofit has additionally been tapping into TikTok tendencies like 2024’s “How It Began / How It’s Going,” and just lately it additionally partnered with Fortnite streamer Aussie Antics on a stay, chat-driven puzzle to disclose the “Milk Cup ” finals soccer event location.
High quality over Amount
Whereas generative AI has been gaining steam amongst inventive businesses, Eng mentioned it wasn’t used on this marketing campaign.
The inventive argued the tech wouldn’t be able to capturing the specified nuance in storylines and visuals, and sure would’ve nonetheless churned out amount as an alternative of high quality.
“I’m undecided AI may have captured these extra charming moments,” she mentioned.
