New Product Line Launch & Activation

Milk-Bone and JIF recently collaborated on a line of bespoke products, which were displayed at an activation in NYC to celebrate Milk-Bone's latest treat, Milk-Bone x JIF Peanut Buttery Bites.

M ss ng p eces worked closely with BBH USA and MSL to support their vision, collaborating to design and fabricate the products. M ss ng p eces also produced the filmed content and the activation.

The unique experience showcased collaborations and featured plenty of influencer-worthy photo opportunities, including the Thirst Trap (a dog's-eye view camera in a water bowl), a Milk-Bone Infiniti Room, a Human-Sized Dog Bed, and the Barking Bar for bonding over peanut butter treats.

Then there were the amazing Milk-Bone collaborations themselves: Peanut Butter Parfum, Designer Poop Bags, Buttbit (a fitbit-like tracker to log the dogs' wags), Selfie “Stick,” Barkling Water, and K9-3000s - a set of six matching sneakers - a pair for you and a set for your pooch. The Parfum and Designer Poop Bag are still available for purchase on the website, but the Buttbit, Selfie “Stick,” Barkling Water, and K9-3000s sneakers have sold out.

The activation generated over 1.6 billion impressions, social brand sentiment climbed 5x during the activation, and the pop-up drew lines down the block, with product lines selling out.