Queen Latifah, Cardi B & Kelis unite for Got Milk? PSA
The singers tell dairy devotees not to cry over spilled milk or anyone who shames them for loving it.
According to 2022 data from the USDA, consumption of dairy milk has more than tripled in the US since 1970. However, the plethora of plant-based milks on the market makes dairy consumption seem taboo.
On Monday, the iconic milk marketing effort Got Milk? released a side-splitting fake PSA, ‘Milk Shaming,’ starring Queen Latifah, who introduces audiences to OK2Milk, a fictional organization dedicated to supporting dairy drinkers who have faced backlash over their beverage choices.
Then, we hear from those who have been milk-shamed, from a man who gets a glass of milk thrown at him on a first date to a mother of a young athlete who was snubbed by the other moms for bringing milk to half-time.
The ad closes with the 1-888-OK-2-Milk hotline and Latifah saying: “If you’ve been a victim of milk shaming, call the number on the screen. Together, we can pour milk shaming down the drain.”
The hotline is functioning, along with a website selling OK2Milk merch, with 100% of the proceeds being donated to Stomp Out Bullying: an organization dedicated to preventing cyberbullying while educating against homophobia, LGBTQ+ discrimination, racism and hatred.
Creative agency, Gale, ideated and developed the campaign, which runs across a digital and is amplified by celebrities including lactose-intolerant Cardi B and Milkshake singer Kelis.