Coca-Cola’s Premium Milk Brand Focuses on Marketing


Coke dabbles in high-end milk in a joint venture with Select Milk Producers

Michael Ellenbogen
  • 8 december 2014

Already a leader in soda, water, energy drinks and juices, Coca-Cola is now going after milk.


Unlike soda, the U.S. milk industry remains highly fragmented with few recognizable brand names. Coke is hoping to change that by using marketing tactics and create a category of its own, as the undisputed leader and “Coke” of milks.

At the center of Fairlife Milk’s appeal is its proprietary cold filtration process, in which milk is filtered at the molecular level into its primary constituent parts: water, vitamins/minerals, lactose, protein, and fat.


The beverage giant is preparing a nationwide launch of a high-end milk, named Fairlife, in 2015 and admits the brand will cost twice as much as conventional milks, but will also contain higher protein, lower sugar and no lactose.

The initial launch of its marketing and advertisements have been somewhat controversial. The “pin-ups” advertising have been eye-catching, but also somewhat controversial, receiving criticism over a test market ad campaign that features close to naked models coated in milk. The images are accompanied by captions like “Better Milk Looks Good On You” and “Drink What She’s Wearing.”


As a result, and as a goal of building the brand over time, executives are considering a new approach from the start.


+consumer goods

More in advertising


Australian Wine Label Animates 18th-Century Convicts In AR

The app tells the stories of convicts exiled to Australia who are featured on the wine bottles

20 October 2017

Adobe Prototype Improves How Immersive Content Is Edited

The Project #SonicScape prototype helps editors work with 360-degree footage and audio

20 October 2017

The Latest


To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.

October 18, 2017

Christina Agapakis of Ginkgo Bioworks describes how the incredible feats of biology can be integrated into human-driven design. For more head over to

September 27, 2017
No search results found.