If you’re syrup, summer is usually pretty boring. Maybe some glasses of milk, a few drizzles over ice cream — that’s really about it. How do you take nice-to-have syrup and turn it into a must-have summer essential? We rode the trend of extreme milkshakes so we’d have a reason to look at syrup in an entirely new way. We embraced the milkshake and designed a program founded on ridiculously decadent appetite appeal and created a crave-able message that gave syrup its most exciting summer ever.