Our goal was to establish Milk Bar as the go to “Birthday” brand and product; an iconic and unique birthday cake that delivers an experience, the convenience of nationwide next-day shipping, and other Milk Bar offerings. We developed 15 and 30 second audio tests and linear TV ads to place in public broadcasting, Spotify, Pandora, Soundcloud. Six versions of this video with slightly different endings were developed for A/B testing.

The concept was around bringing back birthdays in a big way. We’re encouraged, triumphant, and ready to party. We were ready to celebrate the fact that this year, birthdays are going to be BIG, making sure we incorporated timely language– right as people were finally starting to get together again after the covid lockdown. The drumroll and cheering all a part of that build up of excitement.

Our main taglines were:
Make birthdays iconic.
It’s not just mail—it’s Milk Bar mail.
A celebration like never before, the Milk Bar way.



Paid social assets: