Through the 26.2 program and #TeamMilk, beverage company MilkPEP proudly sponsors women marathoners. To generate awareness for 26.2 and reach media and influencers, MilkPEP partnered with advertising agency GALE and Brilliant to create a running and training kit.Together we curated items that inspire followers to join #TeamMilk and promote milk as a performance resource for refueling.
Fits and Fitness, Delivered
The selected gifts aligned with MilkPEP’s goals: give influencers a great unboxing experience with high-quality products to create hype for the New York marathon. Each box contained items to help women feel their best during and after a run: a custom embroidered t-shirt, beaded bracelets from the woman-owned Little Words project, and cow-print press-on nails. To support health and fitness, each box also included a tumbler, a blender, and a card with healthy milk-forward recipes.
All the gifts featured the color pink for a fun and feminine theme. Brilliant chose eco-friendly, woman-owned items whenever possible. Continuing the sustainability focus, the greeting card stock contained plantable seeds, and the box filler was plantable as well.
Spreading the Word to Support More Women
Recipients are still receiving their items, but early feedback is very positive, with influencers sharing enthusiastic unboxing TikToks. We also anticipate increased social engagement and more signups for the New York marathon. Beyond the excellent gifts, women who paired with #TeamMilk benefited from pre-race expert advice, essential training gear, a race day cheer squad, and post-race recovery support.