To relaunch the classic glass milk bottle, we decided to relaunch the senior citizens by creating a work program that would bring them back into society in an active way.

We asked retired milkmen, now senior citizens, to go back to doing what they enjoyed the most: Selling the purest milk.

We strategically placed them across the 4 biggest supermarket chains in the country, where they could interact with customers and share their experience and wisdom.

We launched an online film announcing the return of the old milkmen and invited people to come see them.

We strategically placed our milkmen in the 4 largest supermarket chains in the country. Their uniforms were the same they used to wear while delivering milk door to door.

The milkmen work the busiest days of the week in supermarkets: the weekends.

Only 5 months after the launch of the campaign the brand had already sold more milk than in all of 2014.

We received an overwhelming amount of messages and comments supporting the initiative and our product.

Through social media we found new milkmen that are joining the program.

The initiative was featured in every mayor news outlet in the country, becoming a subject of national interest.

The milkmen became so famous that even a clothing brand hired them for their new advertising campaign, making their new active lives even more exciting.

Our milkmen have completed 1800 workdays so far and we expect to add many more in the future.