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Gen Y has an unhealthy appetite for nostalgia and affirmation, furnished by Mom and Dad.
Insight
Idea
A tongue-in-cheek comfort milk.
Category
Novelty dairy.
Reason To Believe
Tactile, delicious, wholesome and soothing.
Transformation
Satisfaction on a primal level.
Target segmentation
Gen Y.
On our own. All we want is mom.
Formulation + Taste
Whole milk from a cow.Microwaved 30 seconds to a soothing 80 degrees.
Creamy and slightly sweet.
Nourishing.
Package
A microwave-ready pouch that is soft to the touch.
A smooth nib valve controls the flow of milk.
The pouch references another nostalgic favorite, Capri Sun.
Aesthetic
Pink, soft and round.
Brand name + tagline + identity
CODDLEComfort in a pouch
Soundtrack
A beating heart.
Spokesman
Macaulay Culkin.
Viral campaign
Breast-feeding horror storiesshared on the website.
