Milkshake streams double after KATSEYE's viral Gap denim ad sparks TikTok trend

Streams of Kelis’ 2003 hit Milkshake surged past 2.2 million after KATSEYE’s Gap denim advert went viral.

Kelis’ 2003 hit Milkshake has seen a major resurgence in streaming numbers following the release of Gap’s denim campaign featuring KATSEYE.

The advert, launched on August 19, quickly went viral online and has since fuelled new interest in the track.

Data from Luminate shows that streams of Milkshake grew by 179 percent in the weeks after the advert’s release.

Between August 15–21, the track recorded approximately 796,000 streams. By the following week, that number had risen to around 2.22 million.

Gap’s “Better in Denim” campaign places KATSEYE at its centre, performing a choreographed dance to the song. The routine, created by choreographer Robbie Blue, has since gained traction on TikTok, with thousands of users recreating the moves and adding to the song’s renewed popularity.

The advert’s timing drew attention in part due to wider conversations around denim advertising, arriving shortly after American Eagle’s high-profile campaign with Sydney Sweeney.

That promotion generated extensive debate online but also contributed to a significant boost in sales for the brand, according to its second-quarter earnings report.

Beyond its chart success, Milkshake has been used in several notable cultural moments, including its appearance in the 2004 film Mean Girls.

The renewed popularity of Milkshake highlights the continuing influence of advertising and social media trends on streaming behaviour.

With both Gap’s campaign and TikTok audiences amplifying the track, the song has re-entered global conversation more than two decades after its release.