Americans believe you simply cannot have cookies without milk. And yet for almost 100 years, the Girl Scouts of America have been selling cookies in their famous cookie drive, and milk has been nowhere in sight. Those delicious cookies were being dunked into nothing.

In 2016 the penny finally dropped. We made sure the Boy Scouts were right next to the Girl Scouts, selling milk.

We hijacked the famous Girl Scouts cookie drive with a series of outdoor stunts. Wherever the Girl Scouts were selling their cookies, we popped up with a stall selling milk operated by the Boy Scouts.

Official “got milk?” patches were earned. Cash was raised for the Boy Scouts.

Milk and cookies were enjoyed together. And all was right with the world.

In order to pull off a stunt that looked like we were “hijacking” the Girl Scouts cookie drive, we partnered with the Girl Scouts so that we could know in advance where they were planning to sell their cookies. In a series of locations in California, we set up stands where the Boy Scouts could sell milk. We made official “got milk?” embroidered patches that were earned by the Boy Scouts. We sold milk for a donation, and all proceeds were given to the Boy Scouts of America.

We launched our idea during Girl Scouts Week. We followed with Twitter hashtags so that whenever people were talking about how much they love #girlscoutcookies, we popped up, reminding them that you can’t have cookies without milk. We created a video about our stunts and used this to promote the idea to Boy Scouts troops nationwide.

For a total media spend of only USD $10, 853, we had a satisfying 23% engagement rate on Facebook and an 11% engagement rate on Twitter.

Total impressions across Facebook and Twitter: 656,617

After creating stunts just in California, Boy Scouts troops all over the country have already signed on for next year’s campaign.