In its second year, #boneslovemilk not only became its own brand, but also expanded beyond skateboarding into BMX and snowboarding.
To tap into the BMX community, we created the first-ever Freestyle Delivery: a milk+pizza combo ordered through social media and delivered by pro riders in the most epic ways imaginable.
While delivering milk and pizza on a BMX bike may not be the most efficient thing ever, it was amazing to see Freestyle Delivery spreading like wildfire among riders in Orange County. We ran out of milk and pizza and people were even a bit in disbelief that it was actually real.
We also caught the attention of action sport trading publications, many of whom ran feature articles on the delivery day.
During the winter season, #boneslovemilk extended to snowboarding with The Art of Falling: a content series where Snowboard Olympian, Trevor Jacob, heads off the mountain to learn and share valuable falling techniques from different athletic disciplines.
Next up, we prototyped a packaging of chocolate milk that is more appealing to our target and exclusive to #boneslovemilk.