The glass is neither half empty or half full. it’s refillable.

Overview
The ask from the brief was to connect Olympic excellence with milk. Research revealed 9 out of 10 U.S. Olympians grew up drinking it—an insight too strong to ignore. The goal was to reframe milk not as old-fashioned, but as a symbol of strength, energy, and everyday power.

The Problem
Milk had lost cultural relevance. Consumption was in decline, especially among younger audiences who saw it as outdated or unnecessary.

The Approach
We built a bold, emotionally resonant platform around one simple gesture: raising a glass. Inspired by Olympic pride and human momentum, the visual identity combined vibrant gradients, active photography, and confident typography to reenergize how milk shows up in culture.

The Solution
The milk glass became a symbol of potential—everyday and elite. A visual system built around motion, color, and typography captured both athletic energy and personal empowerment. The splash of milk reinforced movement, optimism, and emotion in a way no static visual could.

The Impact
Over half a million Americans engaged with the campaign. Milk was successfully repositioned as an essential training tool, reigniting its relevance with a new generation. The campaign didn’t just advertise a product—it reframed a mindset.