Playa Del Rey, CA (August 31, 2020)—Shindig Music + Sound was up to the challenge when ad agency Weber Shandwick requested a catchy hip-hop track to help introduce a new generation of milk drinkers to the iconic “got milk?” tagline.
The new “got milk?” campaign, for MilkPEP (Milk Processor Education Program), the group that represents America’s milk companies, arrives as shoppers have reportedly continued to buy milk at rates not seen in years, with milk sales at retail up about 4 percent year-to-date. Executed by Weber Shandwick, the new TV, digital and social campaign features unprompted user-generated content from across the web showing unique and unexpected ways America enjoys milk.
Music, sound design and mix studio Shindig worked closely with Weber Shandwick to create the music and lyrics for the :30 broadcast spot. They were then tasked with customizing several additional :15 iterations of the now viral song, giving each spot its own unique instrumental and lyrical spin, tailoring the track for themes ranging from sports to gaming.
The track was also used in the #GotMilkChallenge, which asked TikTokkers to “show us what you got” and inspired thousands of Gen Z-ers to partake in the challenge. Based on agency creative updates and user-generated clip clearances, Shindig wrote authentic hip-hop music and lyrics that were adaptable to quick changes — on a daily basis. For the video created with Olympian Katie Ledecky, Shindig helped to nail down the verse, which thousands of TikTokkers then shared and resampled for their own TikTok challenge videos.
Since Katie Ledecky kicked things off, swimming a lap with a glass of chocolate milk on her head, the #GotMilkChallenge hashtag has garnered over 3.6 billion views on TikTok alone.
With music playing a crucial role in establishing the tone of the new “got milk?” brand voice, Shindig had to land on the right talent and genre of music that would appeal to the TikTok generation. The team called upon rapper and influencer Chief Wakil, a mainstay at Shindig, to provide the vocals as well as help co-produce the original music alongside Shindig’s creative director Scott Glenn and staff composer Austin Shupe.
Shindig partner/executive producer Debbi Landon, partner/audio engineer Dan Hart and head of production Caroline Hudson were also involved with the project. The team at ThatLot handled picture editing and post production.
Shindig Music + Sound • www.shindigmusic.tv