Midnight milk
Midnight Milk Case Study
Adults who drink milk are often judged. Make milk cool again.
There’s a rebellious minority of adults who secretly embrace milk as a late-night ritual — a comfort that feels taboo.
So we created the Midnight Milk Society, somewhere these adult milk drinkers can go without being judged, somewhere they can feel a part of something greater.
By reaching them at the hours in which they indulge, The Midnight Milk Society is bringing together a community of people who are proud of the unconventional desire to drink milk, at a commonly shared time, midnight. By bringing these people together, celebrating their craving, and making them feel a part of something rather than shaming them, creating a safe space to sip.