Milk is Milk

The campaign transports people to a simpler past, celebrating the warmth of nostalgia. The central message highlights milk's enduring charm and classic authenticity, emphasizing the consistent truth that only milk is milk.

Boost milk consumption through a national campaign that targets the growing number of Gen Z and millennials who are switching to alternative milk options.
The campaign invites consumers to relive cherished memories of milk's warm nostalgia. By incorporating elements like the milkman, vintage aesthetics, and interactive experiences, we aim to showcase milk's authentic goodness that resonates across generations. The central message emphasizes milk's classic authenticity, highlighting that milk is simply milk—it's a beverage that transcends time.

Collaborator | Lauren Bush

Advertising + Experiential

Student Work | AuArts | 2023

When it comes to Gen Z and Millennials, 53% say they feel happy, and 40% say they feel comforted when they engage with nostalgic content. We want to tap into these feelings.

Nostalgic figure with a recognizable comfort, humanity, and timeless charm.

Opportunity to expand the family with different characters and faces, all under the appearance of a milkman.

Milkman

We used our nostalgic visuals to design collectible bottles. The smaller set will be sold at our pop-up experience filled with milk, which can be reused afterward. The larger options are empty bottles that can be used as thermoses or water bottles, maintaining the campaign's aesthetic and tone. They also act as moving advertisements wherever people take them.

The larger set would be sold in stores in end-aisle displays. Paired with fridge and shelf advertising nearby.