Milk Enters Gaming World as Official Performance Drink of Gamers at TwitchCon

MilkPEP, the organisation that represents America's milk processors, is making a play to connect with the elusive Gen Z audience as it pushes into gaming.

Milk was a presenting sponsor of TwitchCon San Diego 2022. This sponsorship is part of MilkPEP’s larger mission to drive reconsideration of milk as a performance beverage and the overarching brand platform, ‘You’re Gonna Need Milk for That.’ Over 80% of Gen Z consumers play video games, making TwitchCon a powerful cultural intersection for milk. As the Official Performance Drink of Gamers, Milk is in position to reinforce its nutritional benefits as it relates to modern teens of today. 

MilkPEP partnered with Twitch and GALE to conceptualise an experiential activation to test gamers’ reaction speed in a dynamic head-to-head competition, complete with post-game chocolate milk and prizes. Over the course of the three day event, gamers will compete to be crowned the fastest gamer at TwitchCon - an acknowledgement that will earn them a custom milk-themed trophy designed by Twitch Streamer and Partner, Christopher “cnotbusch” Notbusch. 

Ahead and throughout TwitchCon, MilkPEP is partnering with prominent streamers QTCinderella, Ninjayla, and Hungrybox to promote milk’s performance benefits to the gaming audience. This includes four sponsored Twitch Streams with the first following Notbusch and he completes the custom-milk themed trophy. 

Launching in-platform and across social channels, MilkPEP is promoting its TwitchCon sponsorship with content that authentically connects with gaming audience, riffing on popular game Fortnite and featuring popular streamer Extra Emily. MilkPEP’s agency of record GALE led the strategy, influencer engagement, creative, PR, media and experiential activation. 

“Milk has been supporting athletes for centuries - and we recognize that athletes come in all sizes, shapes and types of sport. We’re excited to celebrate and support gamers and there’s no better time and place to do so than TwitchCon”, says MilkPEP CEO Yin Woon Rani. “We know that gaming takes an immense amount of skill and focus - requiring hydration and nutrients including protein to keep them going. With 13 essential nutrients in one 8 oz glass, real dairy milk (or chocolate milk!) might just be the performance fuel you never knew you needed for prolonged gaming.”

“Gaming is a sport and gamers are athletes. They have leagues, get endorsement deals, and earn six-figure salaries. Performance is more than bench pressing 300lbs - it's speed, coordination, and mental acuity,” says GALE Creative Director Lindsey Brand. “As we build on our strategy to reposition milk as a performance drink, it was important for us to look through different lenses of “performance” and represent all types of sports.”