MilkPEP
Client Challenge
Dairy milk is part of everyday life, but how could MilkPEP make it feel relevant and engaging to the next generation of consumers?
Campaign Objective
Modernise Milk’s Relevance: Build a fun and immersive Roblox experience that positioned dairy milk within the culture and interests of Gen Z and Gen Alpha players. Build Positive Consideration: Create memorable associations with dairy milk through rewarding gameplay rather than traditional advertising. Delight Players: Introduce a collectible quest, useful gameplay boosts and exclusive virtual rewards that enhanced the existing Teamwork Puzzles 2 experience.
Execution
MilkPEP partnered with Pears.gg to bring the “Gonna Need Milk” platform into Teamwork Puzzles 2, transforming dairy milk into a recurring and rewarding part of the player journey. They created a milk collection quest featuring branded content throughout the experience: 20-Level Integration: Milk collectibles were placed across all 20 levels, encouraging players to collect them while completing the game’s collaborative puzzles. A branded barn in the lobby introduced players to the activation and explained how to participate. Rewards: Collecting milk allowed players to unlock speed and jump boosts, before earning access to four exclusive MilkPEP UGC items. Branded Characters: Milk-themed human and cow NPCs appeared throughout the levels, extending the campaign’s presence naturally across the gameplay experience through dialogue. The activation helped MilkPEP connect with younger audiences by making dairy milk feel playful, culturally relevant and native to Roblox.
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