Gonna Need Milk introduces Milk Man Hydration Calendar
Gonna Need Milk launched the Milk Man Hydration Calendar, starring actor Charles Melton. Following a teaser released on National Hydration Day (6/23), the new campaign playfully leans into internet culture and "thirst traps" to encourage consumers to rethink what they reach for when they're thirsty.
"Hydration is top of mind for consumers, and dairy milk deserves a bigger role in that conversation," said Yin Woon Rani, CEO of MilkPEP. "Research shows dairy milk hydrates better than water, and this calendar is a fun reminder that when you're looking to hydrate, you're going to need milk."
Shot entirely on film by renowned photographer Camille Summers-Valli, the 2027 Milk Man Hydration Calendar features Melton in a series of playful, retro-inspired images that put dairy milk and its hydration benefits front and center.
"Research shows that dairy milk is one of the most effective beverages for hydration, outperforming water and sports drinks in certain studies," said Lauren Manaker, MS, RDN, LD, CLEC, CPT. "Unlike water alone, dairy milk naturally provides electrolytes, carbohydrates and high-quality protein, nutrients that help support fluid balance and replace what's lost through sweat after exercise."
Milk partnered with Charles Melton as the calendar's inaugural Milk Man as he has become one of the internet's favorite crushes, with a comment section that proves his internet thirst-factor, making him the ideal face for a campaign built to get people talking.
"Being the first to star in the Milk Man Hydration Calendar feels pretty iconic," said Charles Melton. "If this calendar makes people thirsty, they're in luck because dairy milk hydrates better than water."
Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!
