What happens when Texas Tech head coach Joey McGuire’s “no mustaches” policy collides with linebacker Jacob Rodriguez’s love of milk? Dairy MAX answers that question in a new #NoMustache campaign, where every sip Rodriguez takes leads to an unexpected problem – a milk mustache.
Jacob Rodriguez/Dairy MAX Video
The campaign features a partnership between the preseason Big 12 Defensive Player of the Year and the dairy industry, putting a playful spin on milk’s nutritional benefits. In the video, McGuire tries to enforce his rule, but Rodriguez’s mustache keeps coming back until a twist ending suggests some rules – especially those tied to good nutrition – are meant to be broken.
“This partnership is exactly the kind of bold, unexpected storytelling we love at Dairy MAX,” said Will Mallow, Dairy MAX Vice President of Impact & Innovation. “We’re not here to play it safe – we’re here to make milk stand out. By teaming up with Jacob and Coach McGuire, we’re showing that milk belongs at the center of culture, sport and swagger – not just the breakfast table.”
The campaign highlights milk’s role in supporting athletic performance and overall health, demonstrating how dairy products provide the protein, calcium, and 13 essential nutrients that fuel athletic excellence. Texas’s dairy industry, which ranks among the top five milk-producing states nationally and contributes billions to both the state’s agricultural economy and the nation’s dairy supply, continues to emphasize the connection between quality nutrition and performance at all levels.
Rodriguez, one of the nation’s top defensive players, said he’s proud to represent both Texas Tech and the dairy industry in showing how nutrition choices can make a big impact.
“I’ve always taken my nutrition seriously, and milk has been a big part of that since I was a kid,” Rodriguez said. “Getting to team up with Coach McGuire and Dairy MAX for something fun like this makes it even better. If I have to break the no-mustache rule to show how important nutrition is, I’m all for it!”
The full video launched Wednesday across social media and will anchor Dairy Max’s broader campaign promoting dairy nutrition for active lifestyles.
