Challenge:

With increasing competition in the luxury dairy segment in China, the brand was challenged to create a new experience under the brand slogan ‘Not every milk deserves the name Milk Deluxe’.

Strategy:

Milk Deluxe invited the audience to pay attention to “99 better plans” and to start a better life with a cup of milk Deluxe.

Customers were directed to a Kickstarter-like crowdfunding platform, where they would see 99 better plans across six categories of life-changing innovations.

Consumption of Milk Deluxe is converted to points and invested into the kickstarter programs. All data was uploaded to the website in real-time.

Once the program is launched, consumers will be rewarded and feel the force of Milk Deluxe for a better life.

A combination of TVC, print media, outdoor and digital media made “starting better, starting with milk Deluxe” more than a slogan.