With the new brand ecosystem breaking the conventions of milk by relying precisely on what sets it apart, focusing on its provenance, its traceability, its human approach and authenticity, and its sustainable agriculture, we evolved the brand storytelling to a communication platform, ensuring the consistency of the message. To maximize budgets, the campaign was deployed in 3 phases on various digital and social platforms, OOH, radio, and through various content creation initiatives with the common thread of highlighting how the brand is “changing the world, one pint at the time”.
The next evolution of brand communications to further engrain the brand values of sustainability involved their new carbon-neutral milk pint. The substrate is made of unbleached cardboard that uses fewer raw materials and is sourced from forests managed in an environmentally friendly manner. As such, we created a 360-campaign featuring a fully cardboard-presenting universe that capitalizes on what the brand is doing today vs its competitors talking about what they are leaning towards.