Challenge
Young people don’t respond to “milk is good for you” anymore. They respond to what it means to them—in their lifestyle, their identity, their scroll feed. VLAM wanted to bring milk back into cultural relevance—not as nostalgia, but as part of how young people live, snack, and share today.
Our strategic take
We treated milk not as a product, but as a lifestyle ingredient. Something that could slip into morning routines, post-workout snacks, and dopamine-filled food content. The approach? Align with real creators, at real moments, across a year’s worth of cultural touchpoints.
A year-round creator strategy built around lifestyle, not lecturing
Content formats that felt native to TikTok and Instagram (from snack hacks to calm morning vlogs)
A tone anchored in relatability and aesthetic wellness, not performance nutrition
A live creator event to tie everything together as community moment and content spike
Why it matters
Relevance isn’t something you can buy—it’s something you earn. VLAM didn’t push a message. They found ways to be part of people’s habits, screens, and conversations. Quietly present. Culturally on.
Media value far exceeding paid budget, driven by relevance and shareability.
The results
+235% ROI
+1.4 million reached
+16K engagements across moments
