Mülü

// Dairy Farmers of America

DFA created a “new” hydration solution with just one secret, all-natural ingredient.

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

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