‘You’re not a coffee snob until you’re a milk snob’ says MilkLab via 72 and Sunny

MilkLab has launched a new brand strategy, ‘The Milk You Choose Matters’, via 72 and Sunny.

This is the first work 72 and Sunny has done for the Freedom Foods Group barista milk brand since the agency was named creative partner in February.

One of the OOH assets for MilkLab’s campaign via 72 and Sunny

The campaign will run across outdoor, social media, and street murals with local artists. The murals will be in Melbourne, Sydney, and Brisbane.

Luke Martin, head of product at 72 and Sunny, said: “As a coffee snob, I know that the milk you choose matters. And the fact that MilkLab is designed for coffee, there is no better brand to bring awareness to this truth. Collaborating with the crew at Freedoms Foods and the amazing artists that brought the campaign to life was super fun. I look forward to seeing it out in the world and here’s hoping that every Aussie from now on enjoys great coffee with milk that was designed for it.”

Included in the campaign is a 6 second spot and a 14 second vertical spot.

In the spots, pink, orange, and brown graphics move in the background as white text displays over the top.

Serge Costi, general manager of marketing at Freedom Foods Group, said: “There’s nothing worse than getting an average milk with your coffee order. In this campaign with 72 and Sunny we highlight that the milk you choose really does matter, and we’re urging coffee-lovers here and abroad to make the choice a good one and ask for MilkLab.”

The campaign will also run across Southeast Asia and China.

In October 2020, 72 and Sunny and Freedom Group announced a partnership in which 72 and Sunny would develop a new masterbrand for the company.

72 and Sunny’s recent work includes campaigns for Google Nest, Amaysim, and Golden Circle.

Client: Freedom Foods Group
Creative Agency: 72andSunny Sydney
Media agency: UM


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