72andSunny: MILKLAB embeds itself in coffee’s cool

Plant-based milks are booming. How to make MILKLAB stand out? Well, its products were developed in collaboration with baristas. Coffee culture is cool. So 72andSunny has created a new design system and new brand platform with a cool social video, all in in B&W with spot colour and an edgy vibe, that position MILKLAB as the Barista’s choice.

The campaign was produced in-house by 72andSunny and will run across TikTok, Instagram, YouTube, BVOD and OOH.

“To stand out in a cluttered category, as well as engaging a nation of coffee lovers is tough. We assembled an all-star internal production team and worked in close collaboration with the MILKLAB team to create something that truly captures the essence and roots of the MILKLAB brand in barista culture,” stated Luke Martin, executive creative director, 72andSunny

“72andSunny have delivered an authentic, distinctive campaign that connects with consumers and baristas alike through sharing our brand truth while celebrating the baristas who have been integral to the development of the MILKLAB brand. It was super important that we featured real life baristas over paid actors to showcase those unique and colourful personalities that make up the local Aussie barista scene and make that daily MILKLAB coffee moment special for our consumers,” added Natalie Latimore, marketing manager, MILKLAB.