Heard of Milo’s Tea? Well, that was the problem. It’s huge in parts of the southern United States but unknown in markets where they were expanding to.

Creative Director, Gary Westgate, of Public Label, commissioned me to cook up some concepts that would introduce Milo’s to other US markets – so we tapped in to the southern roots. 

Pitched. Loved – the ‘I’m Shrimping!’ moment got big laughs. Alas, never produced, as the company kept their previous approach. 

CW: Andrew Bradley, ECD: Gary Westgate, Agency: Public Label