Mega Dares
- Client
- California Milk Processor Board / got milk? / toma leche
- Campaign
- Mega Dares
- Agency
- Gallegos United
The Client
The California Milk Processor Board created one of advertising’s most recognizable campaigns: got milk? Its toma leche platform speaks to California’s Hispanic communities.
Make milk an adventure.
Unexpected pairings. Oversized challenges. A reason to look at milk again.
The Challenge
With milk sales declining, the broader challenge was to create new occasions to drink it, beyond familiar pairings with cookies and cereal. An earlier campaign had already dared people to try milk with tacos, fish and pizza. Mega Dares needed to take that invitation further: make the challenges bolder and give our audience another reason to engage with milk.
The Idea
We took the existing food-pairing dare and made it mega. Drinking milk with spicy tacos or pupusas became the starting point for bigger experiences: hurricane-force winds, lowrider rides and virtual reality. Each challenge pushed people to try something outside their comfort zone.
The Work
The campaign moved from filmed challenges to influencer invitations and social participation. At retail events, people took on the dares through immersive experiences; in-store displays, recipes and coupons let more shoppers join in.
Contribution
Creative direction, bilingual copywriting and multicultural strategy.
