In the run-up to the holiday season, ITB procured more talent to partner with Got Milk? and participate in the #GotMilkCookieChallenge including Jordan Fisher, Jena Frumes and Nabela Noor as well as securing existing Got Milk? partners such as Jason Derulo and Crissa Jackson to join in on the fun too. For this round of content, Santa J. Claus and the talent showed fans their elaborate milk and cookie displays. Santa himself very pleased as he commented and dueting posts to show his jolliness. The hashtag so far has garnered 32.4MM views on TikTok to date giving the consumers an opportunity to join in for a chance to be dueted by Santa!