On World Milk Day, June 1, Dairy Farmers of America (DFA), Kansas City, Kan., repackaged milk with a modern look and a fresh name — Mülü — along with a fun and interesting marketing campaign, to give the beverage the attention it deserves. Milk offers 8 grams of high-quality protein per every 8-ounce serving, DFA noted, more calcium than seven cups of broccoli and five essential vitamins (A, D, B2, B12 and B3) — all without added sugar.
“Milk has been around for thousands of years, and during that time, the new and flashy has overshadowed what we know to be true,” said Monica Massey, senior vice president and chief of staff at Dairy Farmers of America. “Research shows milk provides nutrition that is an important part of a balanced diet that no other beverage can deliver. Dairy has the power to nourish the body, bring joy to your day and enhance the way we experience food.”
In addition to developing online videos, social channels, billboards and a website to tease and intrigue consumers about the launch of Mülü, DFA said it took Mülü to the streets of Kansas City on June 1 to share the benefits of milk. Consumers had the opportunity to sample Mülü, “a flashy beverage promising benefits the other superdrinks can’t.” With Mülü, consumers get a second “first impression” of milk.
“Ultimately, we strive to make an impact with the Mülü campaign, hoping to pleasantly surprise consumers and reintroduce a household staple that we don’t always remember to appreciate,” Massey said. “World Milk Day and Mülü celebrate what milk has always been: a drink with incredible benefits, fit for adults and kids alike.”
As part of World Milk Day, DFA members, employees and local community partners were encouraged to raise a glass of milk to celebrate the global impact of dairy and its nutritional benefits. DFA said it pledged to donate one dollar to the Great American Milk Drive, up to $10,000, for every photo posted raising a glass of milk on social media with the hashtags #RaiseAGlass, #WorldMilkDay and @dfamilk.
Check out @DrinkMulu on Instagram and Facebook to learn more about the benefits of milk. For more information, visit drinkmulu.com.