GOT MILK_BONES LOVE MILK

Creating a sub-brand for milk to help it overcome its boring perception.

Milk is up against some tough competition. From attitude-filled energy drinks to fizzy sugar water, the beverage aisle is exploding with options. Compared to some of these drinks, milk can seem, well, a little boring. We needed to become part of teens’ conversations – and to do that we had to stay authentic and relevant to modern day teen culture. So, we created an irreverent sub-brand just for them: Bones Love Milk. A brand that spoke to the benefits of milk, but in their language.