For World Milk Day this year, Dairy Farmers of America (DFA) is reintroducing milk as 'Mülü' and calling it "the original energy-packed, vitamin-rich, one-ingredient superdrink."
Mülü is packaged in a fresh all-white bottle that is accented by a colorful, curvy logo that seems mysterious and foreign. The freshly rebranded dairy product aims to bring attention to the fact that milk is a drink that serves as a source of protein, calcium and vitamins, without added sugar.
As DFA notes that "the new and flashy has overshadowed what we know to be true," it created an entire campaign around Mülü, including videos, social media content, billboards and even a dedicated website to tease the curious new "all-natural vitamin-packed energy drink."
Dairy Milk Rebrandings
Dairy Farmers of America is Introducing Milk as 'Mülü' for World Milk Day
Trend Themes
1. Rebranded Dairy Products - Brands are reimagining dairy products with fresh packaging and new names, introducing disruptive innovation opportunities for marketers to tap into the growing plant-based trend.
2. Health-conscious Dairy Products - As consumers become more health-conscious, the rebranding of dairy products as superdrinks containing no added sugar or preservatives presents an opportunity for dairy companies to capitalize on nutrition and wellness trends.
3. Campaign-based Marketing - Mülü's marketing campaign presents a potential trend towards dedicated campaigns to introduce new products and emphasize the original convenience and nutrition benefits of traditionally marketed products.
Industry Implications
1. Dairy Industry - The dairy industry has the opportunity to capitalize on the growing health-consciousness of consumers by introducing dairy products as vitamin-rich and energy-packed superdrinks with no added sugars or preservatives, appealing to consumers looking for healthy alternatives.
2. Marketing Industry - The Mülü campaign presents a potential trend towards dedicated campaigns to introduce new products and emphasize the original convenience and nutrition benefits of traditionally marketed products, allowing marketers to embrace these new methods.
3. Packaging Industry - The rebranding trend of dairy products presents an opportunity for the packaging industry to compete by offering creative and sustainable packaging options for these products, appealing to brands looking for attractive and environmentally conscious packaging solutions.