Deliciously elevating an everyday occasion
From fridge staple to irresistible indulgence
A bold brand refresh poured pure decadence into an everyday ritual. No longer just milk, drinking Promised Land became a premium indulgence—smooth, sensual, and worth savoring. A luxe new look and feel recast each pour as a moment of desire, elevating the brand into lifestyle territory. It’s an experience, an escape, and a taste of luxury in every glass. This emotional connection made the premium brand—and price—feel deliciously deserved.
Bronze Shorty Award for Rebrand Campaign
Audience Honor Shorty Award for Rebrand Campaign
Platinum Muse Award for Branding Refresh
Opportunity
Dairy, but make it fancy
The dairy aisle leans a little wholesome—the happy cows, the smiling families, the boring packaging—it is milk, after all. But Promised Land chocolate milk is rich and creamy. Time to bring a little decadence to the category. We set out to establish Promised Land Dairy as a luxury/premium contender, build consumer understanding and acceptance of a price increase, and drive engagement across digital touchpoints.
Strategy
Make milk luxe
Promised Land’s passionate fans didn’t see the product as just milk. They craved it. Desired it as an indulgent treat, especially the signature Midnight Chocolate Milk. This sentiment became the foundation for our strategy—reposition milk from a basic necessity to a premium indulgence. This also gave us room to align the brand with a sexier look and feel.
Idea
Pour. Love. Repeat.
Promised Land Dairy isn’t just milk. It’s a moment of accessible luxury in a consumer’s day. The idea shifts the brand from expected to decadent. And encourages enjoyment while embedding brand love directly into messaging.
Activation
Milk it like its hot
We started by bringing a sexier look and feel to the brand. We pumped up the premium, focused on sensory appeal, and borrowed visual cues from luxury categories while honoring the brand’s beloved status
A cohesive visual and verbal identity system reinforced the brand’s new premium positioning.
New packaging designs were the cornerstone of the refresh. Sophisticated typography, a refined color palette, and premium finishes command attention in the dairy aisle while communicating quality.
High-impact creative put Promised Land Diary at the center of decadence. The warm, golden-hued color scheme transformed ordinary product and lifestyle photography into rich, craveable, and aspirational moments. Crisp lighting and precise details elevated the brand’s premium positioning.
Pour. Repeat. Love. engaged loyal fans and curious newcomers alike across TV, social, and digital, with each touchpoint layering into a richer brand story. The creative carried the polish usually reserved for top-shelf spirits or fine chocolates—moody lighting, elegant glassware, and styling—that made every sip feel like an indulgent ritual.
Organic social and digital content turned rich, creamy chocolate milk into a moment worth savoring. We inspired people to celebrate simple pleasures with a refined brand voice to match sleek, sophisticated visuals, and deliver a deeper, more indulgent brand experience.
3
National retailers gained for distribution value
+8.3%
Increase in dollar sales
+13.2%
Increase in unit sales
9.8%
Instagram engagement rate
73%
Increase in Reel views
49%
Increase in social followers
