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72andSunny launches new brand platform for MilkLab

Noumi Limited’s alternative milk brand MilkLab is positioning itself as the barista’s choice in a new brand platform created by 72andSunny.

The digital and social-led campaign is the second major work from the brand since 72andSunny’s appointment in 2021, when Noumi Limited (formerly Freedom foods) expanded the agencies existing remit.

The new platform, “Made with. Made for. Baristas” is brought to life in a 30 second video that will run alongside other executions on TikTok, Instagram, YouTube, BVOD and OOH. The work also incorporates a new integrated design system for the brand.

The creative hones in on the product truth that MilkLab milks were developed in collaboration with baristas, showcasing real baristas behind the coffee machine.

The previous work to come from the partnership in 2021 also tapped into “coffee snob” culture, telling consumers that “the milk you choose matters”.

“To stand out in a cluttered category, as well as engaging a nation of coffee lovers is tough. We assembled an all star internal production team and worked in close collaboration with the MilkLab team to create something that truly captures the essence and roots of the MILKLAB brand in barista culture,” said Luke Martin, ECD, 72andSunny.

Natalie Latimore, marketing manager, MilkLab, added: “72andSunny have delivered an authentic, distinctive campaign that connects with consumers and baristas alike through sharing our brand truth while celebrating the baristas who have been integral to the development of the MILKLAB brand. It was super important that we featured real life baristas over paid actors to showcase those unique and colourful personalities that make up the local Aussie barista scene and make that daily MILKLAB coffee moment special for our consumers.”

Credits:

Client: Noumi Limited
Creative: 72andSunny
Media & Digital: UM/Reprise

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