got milk? x KITH

Los Angeles, CA

The Challenge

got milk? was a cultural icon that had gone quiet. After more than a decade out of the conversation, the brand needed a comeback moment — something modern, buzzy, and credible enough to land with a generation that didn't grow up with the original Milk Mustache campaign. A partnership with Kith was the answer: a press-driven play designed to put milk back at the center of pop culture.

The activation

A three-part cultural moment, built to feel less like advertising and more like a drop:

A Milk Mustache revival featuring modern-day cultural figures — Chrissy Teigen, Seth Rogen, Bobby Flay, and Joan Smalls — wild-posted across Los Angeles, mirroring the iconic original ads.

A VIP influencer and media launch party at Kith Treats, serving custom milk-based menu items and turning the moment into a press-worthy event.

A co-branded got milk? × Kith Treats apparel collection designed by Ronnie Fieg, available exclusively at Kith.

My ROLE

ROX United agency lead for got milk?, owning the Kith partnership end-to-end. Drove the strategic pitch and partnership development internally, negotiated and managed talent (Teigen, Rogen, Flay, Smalls), directed creative collaboration with the Kith team, led press strategy and copy, and oversaw on-the-ground execution from the launch event through the wild posting rollout.

The wins

Media coverage in WWD, Food and Wine, Highsnobiety, Hypebeast with over 450M impressions earned.

A 30-year-old campaign reintroduced to a new generation — and embraced by the streetwear, food, and entertainment worlds simultaneously.