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New Experience

With increasing competition in the luxury dairy segment in China, the brand was challenged to create a new experience under the brand slogan ‘Not every milk deserves the name Milk Deluxe’.

Creative Solutions

"99 Better Plans"

Milk Deluxe invited the audience to pay attention to “99 better plans” and to start a better life with a cup of milk Deluxe.

Customers were directed to a Kickstarter-like crowdfunding platform, where they would see 99 better plans across six categories of  life-changing innovations.

Consumption of Milk Deluxe is converted to points and invested into the kickstarter programs. All data was uploaded to the website in real-time.

Key Results



Increase of brand recognition over 3 months.



Increase of brand recommendation over 3 months.



Increase of sales volume in 1 year as No.1 of the quarter.

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