On World Milk Day, DFA Celebrates and Rejuvenates an Age-Old Classic with the Debut of Mülü

DFA releases Mülü on June 1 as a reminder that milk is the drink that everyone has been searching for
June 4, 2018

Consumers are constantly chasing and looking for the next big trend in health drinks. As each new beverage hits the market, many forget about the original health drink: milk. Recognizing some may need a reintroduction to what this wholesome beverage provides, Dairy Farmers of America (DFA) is shaking up the dairy industry and shifting milk’s status quo. On World Milk Day, June 1, say hello to DFA’s Mülü, otherwise known as milk – the original energy-packed, vitamin-rich, one-ingredient superdrink.

Milk offers eight grams of high-quality protein per every eight ounce serving, more calcium than seven cups of broccoli and five essential vitamins (A, D, B2, B12 and B3) – all without added sugar.

“Milk has been around for thousands of years, and during that time, the new and flashy has overshadowed what we know to be true,” said Monica Massey, senior vice president and chief of staff at Dairy Farmers of America. “Research shows milk provides nutrition that is an important part of a balanced diet that no other beverage can deliver. Dairy has the power to nourish the body, bring joy to your day and enhance the way we experience food.”

DFA’s Mülü campaign repackaged milk with a new, modern look and a fresh name, along with a fun and interesting marketing campaign, to give milk the attention it deserves. The Mülü campaign coincides with World Milk Day, a day recognized by the Food and Agriculture Organization (FAO) to share and celebrate the important contributions that the dairy industry adds to nutrition, sustainability, economic development and livelihoods.

In addition to online videos, social channels, billboards and a website to tease and intrigue consumers about the launch of Mülü, DFA, in Kansas City, their headquarters, took Mülü to the streets on June 1 to share the benefits of milk. Consumers had the opportunity to sample Mülü, a flashy beverage promising benefits the other superdrinks can’t. With Mülü, consumers get a second “first impression” of milk.

“Ultimately, we strive to make an impact with the Mülü campaign, hoping to pleasantly surprise consumers and reintroduce a household staple that we don’t always remember to appreciate,” said Massey. “World Milk Day and Mülü celebrates what milk has always been: a drink with incredible benefits, fit for adults and kids alike.”

As part of World Milk Day, DFA members, employees and local community partners were encouraged to raise a glass of milk to celebrate the global impact of dairy and its nutritional benefits. DFA pledged to

donate one dollar to the Great American Milk Drive, up to $10,000, for every photo posted raising a glass of milk on social media with the hashtags #RaiseAGlass, #WorldMilkDay and @dfamilk.

Check out @DrinkMulu on Instagram and Facebook to learn more about the benefits of milk. For more information, visit drinkmulu.com.