GALE and MilkPEP partnered with Twitch as part of a rebranding strategy of milk as a performance beverage. An experiential activation took place during TwitchCon, the annual three-day conference in San Diego for gamers, and featured a contest engaging some of the platforms biggest livestreamers, as well as sponsoring them. This effort was geared towards engaging the Gen Z audience through gaming. The Drum covered details of the partnership and activation in a recent article:

“‘You’re gonna need milk’ went live today at TwitchCon, a three-day convention running from October 7-9 in San Diego. MilkPep’s experiential activation puts some of the platform’s most popular livestreamers – QTCinderella, Ninjayla and Hungrybox – head-to-head in a live competition, while they promote the performance benefits of milk to their audience. The campaign was created by MilkPep, an organization funded by America’s milk companies that encourages the consumption of milk, along with the Stagwell-owned creative agency Gale.”

The full article can be found here.