Dairy Industry Teams Up with 'Supergirl' to Promote Milk as 'Hero Fuel'
Gonna Need Milk has launched a campaign with Warner Bros. Pictures to promote dairy milk in conjunction with the release of the DC Studios' film ‘Supergirl’, which will be in theatres from June 26. The campaign aims to spotlight dairy milk as "hero fuel" by emphasizing its nutritional benefits for strength, recovery, and focus, drawing inspiration from Supergirl's powers.
The initiative includes co-branded packaging with five regional dairy brands—Crystal Creamery, Sarah Fresh, Lucerne, Hollandia, and Maola—featuring ‘Supergirl’ labels across approximately 17 million milk units. Each package includes a custom QR code directing consumers to the Gonna Need Milk Supergirl Sweepstakes, where prizes such as a private screening of the film and merchandise packages are available.
Nationwide, more than 2,600 dairy aisles, including those at major retailers like Albertsons, Walmart, and Kroger, have showcased ‘Supergirl’-themed signage since May. The campaign leverages local dairy organizations like Arizona Milk and The Dairy Alliance to amplify regional engagement through eCommerce, shopper marketing, and experiential activations.
To further engage fans, Lance Bass appears in a social media video introducing 'Intergalactic Milk', a drink inspired by Supergirl and made with real dairy milk. A variety of creators, including Christina Tosi and Emily Calandrelli, contribute their own takes on the beverage, sharing their creations online.
Additionally, the campaign offers in-person experiences, such as the ‘Supergirl’ Airstream rest-stop at the Santa Monica Summer Solstice on June 20, where fans can sample Intergalactic Milk and participate in other activities celebrating the film.
According to Yin Woon Rani, CEO of MilkPEP, the campaign aligns Supergirl's fictional powers with the real nutritional benefits of dairy milk, which include high-quality protein and nutrients that support muscle recovery and focus. Warner Bros. Pictures' Julie Moore highlights the dynamic nature of this partnership, which seeks to inspire families and fans to discover strength and resilience through dairy milk.
Lauren Manaker, MS, RDN, LD, emphasizes the cost-effectiveness and nutrient density of milk, which offers a combination of protein, carbohydrates, and essential nutrients that support daily activities.
