A Social Media Idea That Evolved Into a Full-Fledged 360 Campaign

The dairy industry has faced its share of scrutiny, with critics questioning the health benefits of milk. But as time revealed these claims to be baseless, it was time for a bold response. Collaborating with Gallegos United and Got Milk?, Pakko helped develop a campaign that challenged perceptions by aligning with everything Californians love—only to ‘cancel’ them all. Grannies and puppies? Canceled. Songbirds and soccer games? Canceled. Even lazy weekends at the beach? Canceled!

Partnering with actor Brian Baumgartner (The Office) and Julissa Calderon (Netflix’s Gentefied), the team took to the streets, sparking strong public reactions and reaffirming the value of the things people hold dear. With a message to ‘Never Doubt What You Love,’ the campaign delivered over 600 million earned media impressions in its first week, fueled by a custom digital press kit and interviews from the campaign’s stars.

This daring and imaginative campaign embodies the spirit of cultural resonance and innovative storytelling that drives AIM’s creative philosophy today.