Milk: Milk. Wellness in a word.

“Well-being” is a complex feeling, difficult to describe because it’s one of countless nuances. So we asked ourselves: is there a way to sum up the idea of “well-being” in a simple, immediate way? Starting from this observation, we came up with a new positioning that is embodied in the claim: Milk. Wellness in a word.

The launch of the campaign takes place thanks to a 30" spot in which the word "Milk" is transformed into a synonym for "well-being," through a free-form scheme of scenes in which the protagonists are the goodness of the products and the narrating voice of the speaker. This will be followed by two more subjects, respectively for the Kefir and PRO lines.

The campaign has also exploded on social media, with a media plan full of video-photo content focused on all-around well-being. That feeling of well-being that you can't explain has a new name today: Milk!