MilkPep
July 3, 2025
Contact: Clara Spahr, clara.spahr@galepartners.com

Milk Can Do (Almost) Anything in New Anime Campaign

MilkPEP’s latest campaign, “Milk Can Help” highlights the benefits of milk while humorously embracing its limitations.

 

New York–MilkPEP and agency partner GALE have launched a bold new youth campaign, “Milk Can Help,” that embraces the energy and exaggeration of anime to speak directly to Gen Z. With humor and cultural relevance, the campaign highlights milk’s benefits while playfully acknowledging that milk can’t do everything.

Each spot opens by showcasing what milk can help with, but quickly reminds viewers that even milk has its limits. For instance, while milk can help build strong muscles, it can’t help extend your curfew. The creative leans into classic anime tropes, using over-the-top visuals, intense music, and wildly exaggerated action to bring everyday teen dilemmas to life. Beginning June 29, “Milk Can Help,” which runs in six- and fifteen-second spots, will begin to roll out across Crunchyroll, YouTube, Snap, and TikTok–with new episodes releasing throughout the year.

 

“With ‘Milk Can Help,’ we’re showing up for teens in a way that feels fresh, honest, and culturally in tune,” said Yin Woon Rani, CEO of MilkPEP. “Milk has real benefits—supporting strength and growth—but we’re not pretending it can do everything. By pairing humor with a visual style teens love, we’re reminding them that milk is powerful, relevant, and very much a part of their world.”

“We started with a simple truth: milk can do a lot—make you stronger, help you grow—but it can’t do everything,” added Ali Eng, GALE Creative Director. “So we leaned into that tension in the most absurd, entertaining way possible. By using anime, we were able to exaggerate milk’s limitations while still celebrating its real strengths. It’s a fun way to connect with teens on their terms.”

“Milk Can Help” is MilkPEP’s first foray into anime and was created in partnership with the award-winning global creative studio Nexus Studios and world-class directorial collective WERE.

 

About The Milk Processor Education Program

The Milk Processor Education Program (MilkPEP), Washington, D.C., is funded by the nation’s milk companies, and dedicated to educating consumers and increasing consumption of fluid milk. For more information, visit MilkPEP.org.

About GALE

GALE is a Business Agency. We bring business insights to brand storytelling and activate across every channel. With expertise in business strategy, CRM, loyalty, brand storytelling, integrated, performance, creative, and content marketing, experience design and media, GALE creates marketing systems and communications that grow businesses. GALE delivers strong business outcomes for its partners in automotive, QSR, retail, gaming, entertainment, telecom and more. Founded in 2014, the agency has offices in New York, Singapore, Toronto, Denver, Los Angeles, London, Austin, Kansas City and Bengaluru. GALE has received top industry awards including Ad Age’s A-List, Ad Age’s Business Transformation Agency of the Year, Adweek’s U.S. Media Agency of the Year, Adweek’s Data & Analytics Agency of the Year, and Campaign US’ Advertising Agency of the Year. For information, visit: https://gale.agency/.