Milk that knows how to wait

Brand Loft Agency developed a communication campaign for «Ultra» ultra-pasteurized milk by Molokiya.

The agency’s task was to create a campaign that highlighted the key benefits of Molokiya’s «Ultra» milk – its ability to be stored for extended periods without refrigeration – while also announcing Molokiya’s entry into the ultra-pasteurized milk category.

The primary goal of the campaign was to convey to the audience that ultra-pasteurized milk is a reliable and long-lasting solution, even in challenging conditions.

The category’s challenges included high competition and the difficulty of communicating the actual advantages of ultra-pasteurized milk. Not all consumers were aware of its ability to stay fresh for up to 90 or 180 days without refrigeration, depending on the packaging. Another challenge was to present this information in a way that avoided overwhelming technical details, keeping the message simple and relatable.

The Solution

Brand Loft Agency focused on exploring real-life situations where people need fresh milk. Based on these insights, they created storylines that showcased everyday scenarios in which «Molokiya Ultra» becomes an essential helper. The campaign demonstrated how the milk withstands all challenges – from long traffic jams to hours-long power outages – because it knows how to wait.

The key message, «Molokiya Ultra Knows How to Wait», emphasized the product’s main benefit: a long shelf life without compromising quality. The concept was brought to life through a series of illustrations and scenarios where consumers found themselves in various waiting situations.

The campaign materials were adapted for in-store displays, social media, and digital platforms.

Video Script:

Moo… so long.  

Anyone would get tired, but luckily not me.  

Because I’m Molokiya Ultra.  

Milk that knows how to wait… even without a refrigerator.