by Amanda Smith, Associate Editor
"Drink what she's wearing." "Milk with flair." "Swing in to something better." These taglines, developed to promote Fairlife, were accompanied by the text "milk with 50 percent more protein and calcium."
But the text, while intriguing, isn't what grabbed the market's attention. Prominently featured in these ads are "milky pinups": women mimicking pinup poses crica 1940, cloaked in, not milk mustaches, but dresses made out of the nutritious white beverage.
The photographer, Jaroslav Wieczorkiewicz, was chosen for the project based on his "Milky Pinups Calendar," which received a great deal of praise last year. The London-based photographer layered about 200 frames to different areas of the model's body; each model was doused in gallons of milk to capture the perfect moment.
The ads, soft-launched in the Denver and Twin Cities test markets along with the beverage, were designed with the sex sells concept in mind. After receiving less than stellar feedback in these regions, the "pinups," initially unveiled in March, were pulled by June. The campaign proves, though, that nothing dies on the internet; it was benched nearly six months before receiving media attention last week.
Fairlife is a joint venture between Coca-Cola and Select Milk producers. The beverage will feature 50 percent more protein and calcium, 50 percent less sugar and no lactose. The milk will be sold at a similar price to other value-added milks. You can read more about the product in Fluid milk not tapped out.
When it comes to product innovation, Fairlife is a standout, having been named one of Fast Company's 10 Most Innovative Companies in Food. Its initial advertising campaign, however, fared much worse. Business Insider ranked it among the 10 worst ads of 2014.
In late December and early January, there will be a national launch of Fairlife. In March, it will be met with a Coca-Cola Fairlife funded $30 million advertising campaign. More capital will be invested into the launch of this product than was put into the "Simply Orange" line.
Hopefully, Coca-Cola can get its advertising ducks in a row before it launches a national promotion next spring.
