Initiative Milch

SING HALLE-MOO-JAH

The anthem to modern milk

"Milch macht's" or 'Milk does it', the new campaign from "Initiative Milch", challenges the stereotype of milk being stuck in its ways and stuffy. But how?
By getting milk to shake its booty - with a fictional character who sings and dances about the transformation of the industry

The world is changing. And the dairy industry is on the move too, with a new generation taking to the helm of the world's oldest type of food. They are engaged, proactive and committed to driving sustainability in the industry. So there is every reason to celebrate. Absolutely. Because this can-do spirit, which we love so much is not yet a dominant mindset among the younger target group generation. Quite the opposite, in fact: Milk is seen as stuffy and conservative. Now it's time to convince people otherwise!

An affable Mr Cool with a very unique milk moustache creates an eye-catching visual. We open our music video with him.

In line with the new brand claim "Milk does it", we show milk from its confident and upbeat side - embodied by our protagonist 'Mr Cool'. A fictional character who with his cool dance moves, not only shows how agile the industry is but also sings about its transformation with the song "Halle-MOO-jah" to make his voice really heard! The new release of the Eurodance classic "Sing Hallelujah" by Dr Alban, produced with Universal Music, represents a key element of our campaign, an anthem for modern milk - the perfect song to capture the attention of the young target group.

We get our Mr Cool to dance smoothly through a whole range of different consumer scenarios so that we can address a wide range of target groups without any apparent break.

"Milk does it!" danced through the lives of the target group! With digital out-of-home promos in selected Burger King and McDonald's outlets and Spotify ads in the run up to the German audio podcast "Fest und Flauschig", we achieved more than 30 million impressions in the first week alone. On social media, we reached almost 2 million consumers with our track. The outcome: A memorable tune that lives on in the minds of the target group and makes one thing clear: Milk is on the move.