Gap Inc. is experiencing a major turnaround in brand momentum after its viral “Milkshake” denim ad featuring K-pop group Katseye drove a surge in comparable sales and renewed interest from younger shoppers. The campaign, built around nostalgia and TikTok virality, is becoming one of the biggest marketing wins for the retailer in years.
Gap’s Viral ‘Milkshake’ Campaign Delivers a Sales Boost
Gap reported a strong rise in comparable sales, crediting the increase to the success of its latest denim campaign featuring Katseye, the global K-pop group known for its massive Gen Z following.
The ad, set to the iconic early-2000s hit “Milkshake” by Kelis, exploded on TikTok and Instagram, driving millions of organic views and user-generated content.
According to Gap, the campaign helped reignite interest in its classic denim fits, especially among younger consumers who had drifted toward fast-fashion rivals.
Key Highlights:
- Comparable sales jumped sharply—marking the brand’s best performance in several quarters.
- Online traffic and engagement soared, driven largely by TikTok trends and influencer recreations of the ad.
- Denim, basics, and logo apparel saw double-digit growth, outperforming other categories.
A Comeback Moment for Gap’s Brand Identity
The viral moment comes at a crucial time for Gap, which has spent several years attempting to rebuild its brand relevance and streamline operations.
Retail analysts say the “Milkshake” campaign worked because it:
- Blended nostalgia with modern pop-culture appeal
- Delivered a bold visual identity matching today’s social media aesthetics
- Partnered with Katseye, tapping into the global K-pop fanbase
- Encouraged thousands of TikTok creators to participate
Marketing experts are calling it one of Gap’s most successful brand resets in a decade.
Katseye’s Impact: The Power of Pop Culture in Fashion
Katseye’s involvement proved to be a strategic win. With millions of dedicated fans around the world, the group helped Gap break into new international markets through organic social traction.
Gap reported significant:
- Growth in Asia-Pacific online sales
- Increased demand for denim internationally
- Higher search volume for Gap-brand keywords
Pop culture-driven marketing is becoming increasingly powerful in retail, and Gap’s results show how the right celebrity partnership can directly influence sales.
Financial Outlook: Positive Signs Ahead
Gap executives now project improved full-year performance, citing:
- Healthier inventory levels
- Stronger margins
- Successful brand positioning
- Rising digital sales
The company also plans to roll out additional ad spots and global extensions of the “Milkshake” campaign into early next year.
What’s Next for Gap?
As Gap builds on its momentum, the retailer is expected to:
- Expand its denim collections
- Invest more in pop culture partnerships
- Increase short-form video marketing
- Leverage social media creators for future product drops
Industry experts believe Gap has unlocked a formula that balances its heritage with modern cultural relevance — a key to long-term success.
Conclusion
Gap’s impressive comparable sales surge underscores the powerful combination of nostalgia marketing, celebrity influence, and platform-driven virality. The ‘Milkshake’ denim ad with Katseye didn’t just go viral — it helped spark a renewed brand identity and positioned Gap for a stronger financial future.
