People are obsessed with the hottest new trend in food.
People fund kickstarters, stalk juice bars, and can’t wait to Instagram today’s super-superfood with tomorrow’s 8-oz life hack. But in the constant hunt for the next Next, it’s easy to forget about one of the most nutritious, natural, benefit-packed beverage of all. One that’s been in R&D for thousands of years. The cold-pressed wonder already hiding in our fridge.
So for World Milk Day, the goal was to surprise consumers by releasing Mulu--an innovative, fresh,“new” hydration solution with just one secret, all-natural ingredient: Milk. The result was a new brand expression and experience for one of the oldest products in existence.
To make it all seem legit, the project required full brand development, a campaign roll-out, influencer kit, a pre-and-post reveal microsite, filling bottles and coordinating a sampling event with a spokesperson and three brand ambassadors peddling 1,000 bottles of Mülü to the unsuspecting public. All within 45 days.
A website (designed for both pre and post reveal) as well as a flooded social profiles with influencer support added to the legitimacy.
Additional activations included:
Mülü social channels: organic and paid
National online video placements and pre-roll video buys
Digital and Analog out of home
Guerilla-style marketing
Street sampling event
Influencer Campaign
Coverage by Brand New, The Drum, Kansas City Business Journal
This project was awarded a National Gold Addy by the American Advertising Federation.