Milk —considered a boring drink, not as cool, great tasting or thirst quenching, as sodas or energy drinks, “gross” to some younger audiences— Louisiana Dairy Farmers needed us to change perceptions. With all of its effective health benefits, we branded milk as “The original energy drink.” And, got LSU, Grambling, and Southern University, (the state’s most elite college football programs), to pass the brand message on to score with audiences.