MilkPEP teams with GALE & Nexus to reboot dairy messaging via anime hijinks on Crunchyroll and TikTok.
MilkPEP, backed by the USDA and funded via processor levies, has launched its most daring campaign yet—“Milk Can Help”—targeting Gen Z with playful anime-style ads. Developed by GALE in partnership with Nexus Studios, the campaign leans into familiar Tropes—mega muscles, giant monsters, sneaky curfews—only to remind viewers that milk can’t solve all problems, but it can help with strength and growth.
The campaign kicked off July 1 with an immersive homepage takeover on Crunchyroll, followed by 6- and 15-second bites across TikTok, YouTube, and Snapchat. The bright, exaggerated anime visuals and diverse characters aim to resonate authentically with teens, avoiding typical health clichés while amplifying relatability .
A key strategic insight: anime’s narrative punch gives brands a dynamic, culturally relevant way to cut through digital clutter. Crunchyroll’s popularity among diverse Gen Z audiences—42% watch weekly, with strong representation among Black, Asian, Latino, and LGBTQ+ users—makes it a smart choice for reaching these demographics.
This pivot also reflects a broader renaissance for dairy: U.S. whole milk consumption surged 3.2% in 2024, and fluid milk sales climbed 0.8%, erasing years of steady decline. By combining self-aware humor with nutritional science, MilkPEP hopes to rebuild trust and relevance in a generation that’s largely been drawn to plant-based alternatives.
Importantly, GALE opted out of using generative AI for this campaign, citing the need for nuanced storytelling and craftsmanship—an acknowledgment that cultural authenticity and creative quality resonate more deeply with Gen Z than algorithm-generated content.
Source: Adweek – “Got Anime? Why MilkPEP Turned to Crunchyroll to Sell Dairy to Gen Z”
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