- Lance Bass fronts a new social-first video for Gonna Need Milk, introducing fans to "Intergalactic Milk"
- Campaign ties into Warner Bros. Pictures and DC Studios summer release of Supergirl, in theaters June 26
- Supergirl-themed dairy signage already live in 2,600+ stores, with 17 million co-branded milk units featuring a sweepstakes QR code
- Bass joins a wave of creators including chef Christina Tosi promoting the campaign
Gonna Need Milk has partnered with Warner Bros. Pictures in support of DC Studios’ Supergirl, spotlighting dairy milk as real-world “hero fuel” ahead of the film’s June 26 theatrical release.
Lance Bass, described as a 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.
It’s a fitting fit for Bass, who recently teamed with Danielle Fishel on a Metamucil “Mic Grab” campaign, continuing his run as a go-to face for playful brand activations.
Supergirl-themed signage has landed in more than 2,600 dairy aisles nationwide, including Albertsons, Walmart and Kroger, while five regional dairy brands debuted co-branded labels across roughly 17 million milk units, each carrying a sweepstakes QR code.
This push joins other distinct corporate partnerships ahead of the film’s theatrical debut, alongside separate brand rollouts like Milly Alcock’s high-profile Ulta Beauty x DC Studios collaboration, as part of the film’s sprawling global marketing rollout.
Takeaways
This is another example of brands leaning on nostalgia-friendly stars rather than just the film’s lead to widen audience appeal. Bass’s quirky “space enthusiast” angle gives the dairy industry a fresh, humor-forward hook beyond typical fitness messaging.
Does pairing a non-cast celebrity with a film franchise build more buzz than relying solely on the movie’s stars? How much does nostalgia (Bass’s NSYNC/pop culture status) drive engagement with younger Supergirl audiences?
