WHERE IS MILK? CAMPAIGN
CLIENT: CALIFORNIA MILK
PROJECT: BRAND CAMPAIGN
CLIENT: CALIFORNIA MILK
PROJECT: BRAND CAMPAIGN
For years, milk cartons asked us to look for missing people. This time, the missing one was milk itself. With the rise of almond, soy, and other non-dairy alternatives, traditional milk had lost cultural relevance—especially at breakfast. We set out to flip that narrative, reframing milk not as outdated, but as absent.
“Where Is Milk?” turned a familiar visual trope into a provocative campaign, calling attention to milk’s disappearance from everyday routines. By tapping into nostalgia while speaking to shifting consumer habits, the work reintroduced milk as something worth noticing—and bringing back to the table.
The result was a campaign that repositioned milk in a crowded, changing category and re-engaged consumers with a product they hadn’t realized they’d left behind.
DELIVERABLES
Brand strategy & identity • Print and digital advertising • In-store retail displays • Paid & organic social media
