PROMISED LAND • FANCY? •
PROMISED LAND • FANCY? •
As a small brand with limited budget, we were tasked to increase awareness for Promised Land Dairy.
And with flavored milk often seen as a child’s drink, others brands cater to the youthful and the family-oriented. So we needed to find an opportunity to do something distinct.
The Strategy
When you think of affordable luxuries to spend money on, no one thinks of milk as an option. Until now.
Promised Land is truly divine— a scrumptious glass of what you can only describe as “melted ice cream”. This isn’t your kid’s chocolate milk, this is a treat all for you. So indulge in the richest milk in the world.
Our positioning embraces a playful, self-aware approach to luxury, highlighting the humor in the concept of premium milk. This strategy positions the brand as not only luxurious but also relatable and fun, creating a unique space in the market.
The Work
Is Promised Land decadent? Clearly.
Luxurious? To the very last drop.
A special treat?
Yes, a most lavish one!
So is it fancy? Absolutely.
And if so, Fancy?
In addition to our brand campaign, we saw an opportunity for a brand collaboration with the world’s most iconic Easter candy.