In 2024, the US-based Milk Processor Education Program (MilkPEP) hosted two tentpole events. Both events were part of larger initiatives by MilkPEP to address gender inequality in sports and to modernize milk’s image as a performance beverage. MilkPEP launched a national campaign using the tagline “You’re Gonna Need Milk for That.” The phrase became the platform for running, gaming, and performance and health claims activations. MilkPEP had to determine the best strategy for the You’re Gonna Need Milk for That campaign. Should MilkPEP continue to target “modern milk moms” and young consumer groups? Should running and gaming segments be areas of focus or should MilkPEP cater to new audiences with different occasions and areas of interest? How could MilkPEP reinforce milk’s performance associations and keep milk in the forefront of culture?