After a group of entrepreneurs developed Late Water, a second product was introduced in the form of Late Milk. The brand was developed as one where 100% of the profits will go towards helping vulnerable people in Chile. But rather than going for a feel-good look with its branding and packaging, Late Milk appeals to consumers primarily with humor—especially since the target demographic is described as: "Young people, mostly women, a little hipster."
Text on the packaging includes phrases like "I'm all good," "I'm good milk" and "I'm zero rolls," which have playful double meanings in Chilean, which can also be read to mean "I'm good looking," "I'm a good person" and "I don't have any problems." As well as offering fun product descriptions, this is a fun way to show off the brand's spirit as well.