We relaunched milk as an adult beverage and encouraged men to ‘Pour a Tall Cold One.’ We know guys like beer so we created a campaign that treated milk like beer. As part of the ‘Pour a Tall Cold One’ campaign, we introduced Milk Cans. They are meant to mimic beer cans. Naturally, the design language borrowed from the world of beer.

The overall design, type choices and colours for the Milk Can were chosen to echo the look and feel of a traditional beer can – right down to the subtle halftone mountain range in the background and the placement of the milk fat percentage. In order to give the design of the can an edge we integrated a playful hierarchical type treatment that functioned as a building block to a bigger message. For the messaging, we chose classic descriptors like crisp, smooth and refreshing which speak to how beer talks about itself but also apply to milk.

The Milk Can was greeted very enthusiastically. Grown men are looking forward to cracking an ice-cold can of milk. Within the larger campaign, the Milk Can helped further reinforce the new positioning of ‘Pour a Tall Cold One.’