GALE and MilkPEP are bringing Supergirl into the dairy aisle. The agency and Gonna Need Milk have launched a nationwide campaign with Warner Bros. Pictures and DC Studios tied to the release of Supergirl, in theaters June 26.
The summer-long effort positions dairy milk as real-world “hero fuel,” connecting the film’s themes of strength, resilience, and focus to milk’s nutritional benefits.
The campaign spans national retail, co-branded packaging, creator content, sweepstakes, and fan experiences, giving the film a presence in grocery aisles, social feeds, and live activations.
“Supergirl’s strength, resilience, and focus are the perfect match for the real, science-backed benefits of dairy milk,” said Yin Woon Rani, CEO of MilkPEP. “While Supergirl’s powers may come from the yellow sun, milk’s benefits come from real nutrition, including high-quality protein to help build and repair muscle, nutrients that support focus, and a unique combination of protein, carbohydrates, and electrolytes that can support post-activity recovery.”
The retail campaign began in May, with Supergirl-themed signage landing in more than 2,600 dairy aisles nationwide, including Albertsons, Walmart, and Kroger locations. Five regional dairy brands, Crystal Creamery, Sarah Fresh, Lucerne, Hollandia, and Maola, also debuted co-branded Supergirl labels across approximately 17 million milk units.
Each package includes a custom QR code directing consumers to the Gonna Need Milk Supergirl Sweepstakes. Prizes include a private hometown screening of Supergirl for 40 people, Fandango movie codes and Supergirl merchandise packages.
The campaign is also being amplified regionally by dairy organizations, including Arizona Milk, The Dairy Alliance, American Dairy Association Northeast, and DairyMAX, through eCommerce, shopper marketing, out-of-home, experiential activations, and additional in-store support.
Online, the campaign gets a boost from Lance Bass. The music icon, dad, former space trainee and certified space enthusiast stars in a social-first video introducing fans to “Intergalactic Milk,” a Supergirl-inspired beverage made with real dairy milk.
Following Bass’ video, a group of culinary, science, film, and lifestyle creators will share their own takes on Intergalactic Milk. The creator lineup includes Christina Tosi, award-winning chef and founder of Milk Bar; Maddi Lou, a movie and lifestyle creator known for leaning into buzzy film moments; and Emily Calandrelli, MIT engineer, science communicator, and the 100th woman in space.
Fans in Los Angeles were also able to experience the campaign in person at the Supergirl Airstream rest stop during the Santa Monica Summer Solstice on June 20, where attendees sampled Intergalactic Milk and took part in additional on-the-ground experiences celebrating the film.
“We are thrilled to team up with Gonna Need Milk to inspire fans to find their own strength and resilience, connecting Supergirl’s extraordinary powers to dairy milk’s nutritional benefits,” said Julie Moore, Head of Global Brand Partnerships at Warner Bros. Pictures. “From ‘Intergalactic Milk’ recipes to co-branded packaging, Gonna Need Milk is creating a dynamic way for families to celebrate the film this summer.”
The campaign leans into dairy milk’s combination of complete protein, carbohydrates, electrolytes, and essential nutrients, framing it as an accessible everyday fuel for strength, recovery, and focus.
“Dairy milk is one of the most nutrient-dense, cost-effective and accessible ways to get a powerful combination of high-quality protein, carbohydrates, electrolytes and essential nutrients in a single glass,” said Lauren Manaker, MS, RDN, LD. “Together, these nutrients help fuel strength, recovery, and focus throughout the day, whether you’re heading to the gym, the movies, summer activities, or whatever mission comes next.”
For Gonna Need Milk, the Supergirl partnership turns a traditional nutrition message into a summer entertainment play, using packaging, creators, and fan experiences to connect dairy milk with one of DC Studios’ biggest releases.
For GALE and MilkPEP, the campaign also shows how a grocery aisle staple can become part of a larger cultural moment. This time, with a little help from Kara Zor-El, Lance Bass and a glass of Intergalactic Milk.
Supergirl flies into theaters on June 26th.
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