Creating a fun sub-brand for milk to help it overcome its boring perception.
Milk is up against some tough competition. From attitude-filled energy drinks to fizzy sugar water, the beverage aisle is exploding with options. Compared to some of these drinks, milk can seem, well, a little boring. We needed to become part of teens’ conversations – and to do that we had to stay authentic and relevant to modern day teen culture. So, we created an irreverent sub-brand just for them: Bones Love Milk. A brand that spoke to the benefits of milk, but in their language.
WE BUILT A SKATE TEAM
Skateboarding is woven into the fabric of Californian teen culture - by genuinely connecting with skaters and inspiring them to embrace milk as a healthy alternative to sugary energy drinks, we would naturally be better able to reach even more teens. In turn, we built the BONES LOVE MILK Skate Team that competes across the state of California, and styled them with a unique and authentic look and feel.
SHREDQUARTERS _ To keep young skaters engaged with BONES LOVE MILK, we held our very own SHREDQUARTERS event right across the street from The VANS US Open of Surf - the largest action sports event in North America. We provided an open skate area complete with ramps and obstacles for kids and parents to try out.
Participants were treated to custom silkscreened shirts, skate lessons for the little ones, a live mural, a mini history of skate exhibit with photos by J Grant Brittain, a pop-up barbershop for the kids, even the opportunity to get custom VANS painted by Steve Caballero... and of course free MILK smoothies and drinks! We even had some celebs drop by with their kids!
BONES LOVE MILK
Client _ got milk?