Dairy Farmers of America: advert-body-1 by Barkley
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Mülü is the superdrink of the future. All-natural. Locally-sourced. Packed with protein. A nutritional powerhouse that’s engineered to power tomorrow’s thought disruptors and paradigm shifters. Mülü dropped this month with sleek packaging, a national online and video campaign, social platforms, and on-the-street brand ambassadors. And the best part? It contains just one ingredient: Milk.
Created by Dairy Farmers of America (DFA) and Kansas City-based agency Barkley, the entire product launch is a front to rebrand the thousand-year-old drink as a cutting-edge energy solution. “The truth is dairy milk has many of the same benefits of non-dairy milk, but consumers just don’t realize it. Mülü lets them know there’s a ‘superdrink’ already in the dairy section,” says Monica Massey, Senior Vice President and Chief of Staff at Dairy Farmers of America of Dairy Farmers of America.
How better to remind people of milk’s strengths than a knowing twist on every Goop-infused, VC-funded “hydration innovation” out there? “When we read the list of incredible health benefits of milk, we thought it sounded like a trendy new superdrink,” says Katy Hornaday, executive creative director at Barkley. “We added some umlauts and the campaign concept was born.” As part of World Milk Day, street teams will hand out thousands of specially-produced Mülü bottles to consumers and film their surprise reactions to the familiar “new” beverage. The campaign also includes a microsite, Instagram, and a social influencer play.
Credits
Client: Dairy Farmers of America
Chief Executive Officer - Rick Smith
Chief of Staff - Monica Massey
VP, Corporate Communications - Kristen Coady
VP, Commercial Communications - Jonas Sondergard
Director of Member Communications - Marjie Knust
Agency: Barkley
Executive Creative Director - Katy Hornaday
Creative Director - Corey Favier/Jessica Walden/Spencer Bradham
Executive Producer - Melany Estfeld
Senior Art Director - Brandon Bennett
Senior Copywriter - Tia Nowack
Senior Designer - Scott Richards
Senior Producer - JP McIntosh
Digital Director - Dave Corner
Senior Interactive Designer - Tim Canton
Designer - Katie Grissum
EVP, Account - Brad Hanna
VP, Account - Courtney Shore
Account Director - Paddy Mangunta
Account manager - Charlie Sciara
Strategist - Scott Roberts
Engagement Director - Bailey Grover
Media Planner - Jessica Cassin/Antonio Marquez
Production Company - Big Spoon Industries
Production Company Executive Producer - Craig Leffel
Production Company Line Producer - Tom Hipp
Project Manager(s) - Laura Strugar
Photography - Travis Wears
Audio - John Blank
CGI Artist - Ray Olsen