Milk-Inspired Hero Campaigns

Gonna Need Milk Partners with Major Motion Picture Companies

The Gonna Need Milk campaign, managed by the Milk Processor Education Program, has partnered with Warner Bros. Pictures and DC Studios to promote the film Supergirl. The summer-long initiative positions dairy milk as a real-world source of strength, recovery, and focus.

The Supergirl narrative leverages the character's heroic attributes to highlight milk's nutritional benefits, including high-quality protein for muscle repair, nutrients for brain health, and a combination of protein, carbohydrates, and electrolytes for post-activity recovery. The new Gonna Need Milk campaign includes Supergirl-themed signage in over 2,600 dairy aisles at retailers like Albertsons, Walmart, and Kroger, co-branded packaging on approximately 17 million milk units from five regional dairy brands, and a sweepstakes offering prizes such as private hometown screenings, Fandango codes, and merchandise.

Online, music icon Lance Bass stars in a social-first video introducing 'Intergalactic Milk,' a Supergirl-inspired beverage, with additional content from creators including chef Christina Tosi, movie and lifestyle creator Maddi Lou, and MIT engineer Emily Calandrelli.

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