Coca Cola, famed for its carbonated drinks, is now shifting focus slightly; it is investing in “Fairlife” – a diary products company. Fairlife has already started advertising in the United States but its campaign seems a little too racy for a milk brand. A few print ads show women dressed in “splashing milk” while captions like “Drink what she’s wearing” and “Milk that Mooves you” are scrawled in bold letters above one of them.
Fairlife, which will launch in the US next month, will cost twice as much as regular milk. Fairlife’s products are supremely healthy products and will carry 50 percent more protein and 30 percent less sugar and will be completely lactose free. They also have a unique filtering system through which they can improve the nutrients in milk.
Fairlife has already started advertising in the United States but its campaign seems a little too racy for a milk brand. A few print ads show women dressed in “splashing milk” while captions like “Drink what she’s wearing” and “Milk that Mooves you” are scrawled in bold letters above one of them. The social media is abuzz with these new ads and most think they are ridiculous! But in its defense, FairLife says that the ads were inspired by classic pin up girls. The ads have been created by London-based photographer Jaroslav Wieczorkiewicz.
Speaking at a consumer conference Coke’s global chief customer officer Sandy Douglas said: ‘We’re going to be investing in the milk business for a while to build the brand so it won’t rain money in the early couple of years. But like Simply, when you do it well it rains money later.’
But consumers expressed the feedback for #Fairlife Ad Campaign on Twitter in a different way !
What happened in the #fairlife marketing meeting, ‘if there’s one thing this campaign is missing, it’s women covered in milky jiz’
— Katie McCabe (@KMcCabie) November 26, 2014
The ad concepts for @CocaCola‘s #Fairlife are truly atrocious on every level. https://t.co/9UWbuv0xeD
— Bram Meuleman (@brammeuleman) November 26, 2014
.@CocaCola‘s ad for their new kind of milk also doubles as a great infographic for how not to make an ad. #fairlife pic.twitter.com/cBQcx0IaOF
— Bailey (@bpstaff) November 24, 2014
#Fairlife seems to be targeted at bimbos! The advertisements are ridiculous! #badadvertising
— Neha Kadam (@neha_kdm) November 26, 2014
Coca Cola’s new milk brand fair life to be the premium ‘milk’ brand? What do they mix in it? Gold? #lame #Fairlife
— Neha Kadam (@neha_kdm) November 26, 2014
Coca-Cola launches ‘premium’ milk brand https://t.co/xv0P0EoWbh Shame about the design via @Design_Week #Fairlife
— Purple Creative (@purple_creative) November 26, 2014
As if marketing processed milk as #healthy and #sustainable isn’t bad enough Coke’s new #Fairlife ad is a sexist joke https://t.co/eup7i9VA7v
— Ylva Johannesson (@ylva_j) November 26, 2014
The ad concepts for @CocaCola‘s #Fairlife are truly atrocious on every level. https://t.co/9UWbuv0xeD
— Bram Meuleman (@brammeuleman) November 26, 2014
CocaCola has launched a new product: FairLife Milk, but is their innovative campaign too far?
