The milk culture machine is an always on series of low-cost, high upside earned media driving moments for milk.
The world has been obsessed with protein.
Protein popcorn, protein beer, protein breath mints… Our Culture Machine needed to remind America that the easiest and most convenient way to get your protein fix is from the original protein source, milk.
The world has been obsessed with protein.
Protein popcorn, protein beer, protein breath mints… Our Culture Machine needed to remind America that the easiest and most convenient way to get your protein fix is from the original protein source, milk.
Client: MilkPep | Agency: GALE
Role: Group Creative Director | Year: 2025
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The Protein Puffer: On the last day of the 2025 WNBA regular season, Skylar Diggins wore the Protein Puffer in her tunnel walk — a puffer jacket filled with milk, carrying 422 grams of protein.
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GLP-1 Milk Gallon by Lord Disick: we tapped into one of the most talked-about trends of the year: the rise of GLP-1 use. If you’re on GLP-1, you need protein. So, you need milk. The GLP-1 Milk Gallon by Lord Disick keps your GLP-1 pen cold, discreet, and stored right beside the protein that supports your goals.
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Swole Santa: We’ve been leaving milk out for Santa for centuries. If he’s been drinking billions of glasses of protein-rich milk and working as much as he does, he’s not jolly… He’s jacked! Mary Beth Barone proved her theory to America and found the real Santa at the Swole Santa Contest in New York.
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Protein Boost: We partner with Trisha Paytas and have her share her peculiar coffee order: “Guys, I have a hack. I get a Non-Dairy Milk Grande latte with protein. How? Just add regular milk to it.”
Role: Group Creative Director | Year: 2025
---
The Protein Puffer: On the last day of the 2025 WNBA regular season, Skylar Diggins wore the Protein Puffer in her tunnel walk — a puffer jacket filled with milk, carrying 422 grams of protein.
---
GLP-1 Milk Gallon by Lord Disick: we tapped into one of the most talked-about trends of the year: the rise of GLP-1 use. If you’re on GLP-1, you need protein. So, you need milk. The GLP-1 Milk Gallon by Lord Disick keps your GLP-1 pen cold, discreet, and stored right beside the protein that supports your goals.
---
Swole Santa: We’ve been leaving milk out for Santa for centuries. If he’s been drinking billions of glasses of protein-rich milk and working as much as he does, he’s not jolly… He’s jacked! Mary Beth Barone proved her theory to America and found the real Santa at the Swole Santa Contest in New York.
---
Protein Boost: We partner with Trisha Paytas and have her share her peculiar coffee order: “Guys, I have a hack. I get a Non-Dairy Milk Grande latte with protein. How? Just add regular milk to it.”
