Hyping a
one-day
brand.

Dairy Farmers of America

The world is obsessed with new superfoods and lofty wellness promises. So what do you do if you’re the original, 7,500 year old superdrink?

Modern Consumer Insight

Research shows that food trends often start with younger consumers seeking out flavor adventures—beverages especially are top choice for people on the run.

Challenge

With impeccably chic beverages swarming social feeds, we needed an unexpected strategy that would entice millennial families to give milk a fair shot.

Solution

For World Milk Day, we created Mülü, a campaign to bring a “new” product to the people. Featuring a stunning design ecosystem and flashy-but-true health claims, we hooked them with a favorite new wellness wonder that had just one ingredient: milk.

Results

1.4M

YOY increase in World Milk Day impressions


5M

Overall impressions


81.6M

PR news release online impressions

Awards

American Advertising Federation
National Gold Addy Award
Integrated Brand Identity Campaign