Modern consumers are obsessed with the hottest new trends in health and wellness.
We fund kickstarters, stalk juice bars and can’t wait to upgrade today’s super-superfood with tomorrow’s 8-oz life hack. But in our constant hunt for the next Next, it’s easy to forgot about the most nutritious, natural, benefit-packed beverage of all. The cold-pressed wonder already hiding in our fridge.
So for World Milk Day, we worked with Dairy Farmers of America to surprise consumers by releasing Mülü — an innovative “new” hydration solution with just one secret, all-natural ingredient: Milk.
Using 3D renderings of our not-yet-created product, we made a super-hyped teaser video, populated our social feeds and launched a microsite.
Then, on World Milk Day, we took our product to the streets. With a team of brand ambassadors, a quirky spokeswomen and lots and lots of Mülü.
Additional activations included:
Mülü social channels: organic and paid (Instagram and Facebook)
Instagram and Facebook influencers
National online video placements and pre-roll video buys
Digital and analog out of home
Guerilla-style marketing
Street sampling event
This project was awarded a 2019 National Gold Addy by the American Advertising Federation and Best Branding Consumer Campaign by Digiday Awards. Coverage by Brand New, The Drum, Kansas City Business Journal, Reel Chicago and more.
My role: concept, copywriting, video direction, casting, design direction, activation