MilkPEP debuts ‘You’re Gonna Need Milk for That’ campaign

It’s 5:45 p.m. Elite sports climber Kai Lightner is walking down a bustling Kansas City street when his attention is arrested by something up above. He reaches for his milk, takes a drink, passes it to his mom and begins his ascent to the top of a 30-story building, where he comes face to face with a climbing wall.