Milk has been a household staple for generations, but as the beverage and alternative milk industries rapidly evolve, so do public opinions. Even before the rise of plant-based options, movies often used regular milk to convey something unsettling — think of the villains drinking milk before chaos in A Clockwork Orange, or robots sipping milk in Westworld despite not needing food. Whole milk remains a justifiable choice for children, adult milk drinkers often face scrutiny and judgement for enjoying it.

SO…reframe milk as a cool, every-day drink that adults won’t feel judged or ridiculed for enjoying.

Milk naturally provides tryptophan, a building block in the body’s relaxation cycle. And udders, just like us, run on body clocks. Science shows that at night, their melatonin production ramps up, and it naturally shows up in the milk they produce. Collected during this time, the result is milk with a little more calm than the regular stuff on the shelf. A simple way to slow down, reset, and enjoy milk as more than a morning drink.

Every adult beverage earns its place by standing for something. Milk hasn’t. Yet.

Give milk cultural meaning in adulthood by making it the go to beverage that stands for relaxation.

Xinru Jiang | Creative Strategist

Apurva Giri Sunder | Art Director