News Profit's Takes

Milk Claims To Be The Official Performance Drink Of Gamers

It sounds like milk is joining the esports scene. Not only was milk named an official sponsor of TwitchCon, but it also declared itself the “official performance drink of gamers.”

As part of this sponsorship deal, the Gonna Need Milk campaign and TwitchCon hosted the “How Fast Are You” activation to test gamers’ physical and mental performance in head-to-head competitions. The winner was given a grand prize trophy created by an artist from Twitch. Other participants were eligible to receive limited-edition merchandise as well as free chocolate milk.

Gonna Need Milk was listed as one of the presenting partners of the recently held TwitchCon event that took place in San Diego, California from October 7th to the 9th. This sponsorship was set up by the MilkPEP marketing organization, the same company that launched the world-famous “Got Milk?” campaign in the 1990s.

The Profit‘s Take:

Everybody remembers the “Got Milk?” campaign. I highly doubt that this activation finds that level of success. I mean, our very own Judge Jimmy Baratta was AT TwitchCon, and said that he completely missed this activation, so do what you will with that information. I still think they’re smart for going after this audience. The 10- to 18-year-old demographic is the future of their business.

(All information was provided by GamesRadar+ and TwitchCon)

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