YOUNG SHIT Sep 25
Challenge
MAKE DRINKING MILK COOL AGAIN
Even before the rise of plant-based options, movies often used regular milk to convey something unsettling—think of the villains drinking milk before chaos in A Clockwork Orange, or robots sipping milk in Westworld despite not needing food. Whole milk remains a justifiable choice for children, adult milk drinkers often face scrutiny and judgment for enjoying it.
Target: Gen Z & Millenials
Adults may think drinking milk is weird, but most of the drinks they have everyday contain milk.
So, to break the bias that milk feels ‘uncool’ for grown-ups, let’s stop calling it just ‘milk.’
Instead, we can lean on the names of iconic milk-based drinks to show that the idea of adults not drinking milk is nothing more than an empty stereotype - because milk has always been part of what we love.
In other words, MILK:
IT’S JUST
Smoothie
Matcha Latte
Boba Milk Tea
Cappuccino
Hot Chocolate
WITHOUT
FRUIT
MATCHA
TEA
COFFEE
CHOCOLATE
INSIGHT
IDEA
The BRAND
We call the brand WITHOUT - because even without the mix, milk stays cool.
Our container will resemble the form of a standard beverage cup, which holds all the popular milk-containing drinks.
By adding a simple cup holder or sleeve, the packaging can be camouflaged to mimic a specific drink, such as a matcha latte, hot chocolate, or boba tea.
OOH
Adults often think milk isn’t cool partly because of the way it’s advertised: always cows, grass, and smiling families. Cute, but cliché.
WITHOUT flips that script. Our visuals borrow the edgy, stylish vibe of other trendy drinks, not kiddie cartoons.
O2O: The ‘Still Cool’ Popup Sampling
OFFLINE:
We will set up the WITHOUT sampling booths to resemble a series of very cool and trendy pop-up cafés in high-traffic public locations. This "café" will invite passersby to sample its menu items.
Each ‘signature’ is actually pure milk, cheekily renamed: Smoothie without the fruit, Matcha Latte without the matcha.
That twist delivers our message loud and clear: milk, on its own, is just as cool as the fancy drinks it usually hides in.
Guests leave with WITHOUT milk boxes to take home.
ONLINE:
We catch their real-time reactions in short interviews. These raw, authentic moments become the bridge from offline to online, transformed into social-ready content that amplifies the experience far beyond the booth.
SOCIAL CHALLENGE:
Order pure milk at café
Leveraging the fact that “milk only” is usually absent on the menus of most cafés, we create a funny challenge to have consumers engaged with the concept:
Challenge consumers to order pure milk at any café (where "milk only" is off-menu).
How? We suggest some sample orders, then they can be flexible themselves:
"One Matcha Latte without the matcha, please",
“I want a Cà phê sữa đá without the coffee”
Consumers film their ordering moments and post the video to TikTok/Instagram with #without #milkonlystillcool, WITHOUT will reward them with one-month supply of free milk.
AI REIMAGINATION OF CLASSIC MILK SCENES
We’ll harness AI to reimagine iconic movie scenes where characters drink or order milk—only this time, the milk shows up as our signature ‘disguised’ drinks.
Milk only. Still cool.
WITHOUT X OREO:
The “Still Cool Combo”
Oreo has always been effortlessly cool—and let’s face it, its identity is tied to milk. So we’re flipping that into a collab: The Still Cool Combo: WITHOUT (×) OREO.
The twist? The box comes with ONLY WITHOUT milk cartons. No cookies inside. The message: Milk only. Still cool without OREO.