With increasing competition in the luxury dairy segment in China, Mengniu aimed to create a new experience under the brand slogan ‘Not every milk deserves the name Milk Deluxe’.
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. A combination of TVC, print media, outdoor and digital media made “starting better, starting with milk Deluxe” more than a just slogan.