SHAKING UP THE MILK CATEGORY

Our challenge was to create a masterbrand and position it as a health and wellness leader. However, fairlife nutrition comes from milk, a commoditized category that has not seen innovation in decades. fairlife had to reinvigorate the perception of milk and shake things up. The plan included designing an iconic bottle that aligned with the brand’s positioning and disrupted the sea of gable-top cartons and plastic jugs without alienating itself from category expectations. The visual identity and graphic communications were designed synonymously with the structural component to deliver a holistic and ownable brand experience. Within six months of test marketing, Coca-Cola bought a 40% share in the company and retailers who participated in a recent pilot test in Denver grew their milk sales for the first time in 40 years. And if the first year is any indication, the sky is the limit. The brand posted 80% volume growth for the year, significantly outpacing the $6 billion value-added dairy category, which grew 5%.