Every good taste gets the same review. Mmm.

MüllerMilch wanted young people to try its flavoured milks, including the new limited editions. We started with the sound everyone makes after the first sip of something good, and built a song around it.

Müller Dairy RomaniaMüllerMilchFood · Milk drinksMarkets · Romania

A bottle of Müllermilch banana milk in a splash of milk with flying banana slices, on a blue background.

We wanted something cool enough to get a young audience to try the MüllerMilch flavours and to bring in new kinds of consumers.

Alexandra RotariuSenior Brand Manager, Müller Dairy Romania

The challenge.

The drinks fridge is crowded. MüllerMilch had to be the one young people tried.

MüllerMilch needed a clear place among milk drinks and one simple message, that it tastes really, really good. Müller calls it über-taste. Online, that gave the campaign two jobs.

Get young people to try the flavours.
Make the range and the new limited editions known.

The idea.

Nobody says "delicious". Everybody says mmm.

When something tastes good, you don't describe it, you go "mmm". We built the song on that sound, with a beat young people would play anyway.

The song ran in videos on Facebook, Instagram and TikTok.
Graure customised a pair of sneakers for MüllerMilch, and people could win them on social media.
At Sneaker Industry, we hosted an event where people met the brand in person.

The lyrics mix Romanian with the slang on young people's feeds: "über lapte", "no cap", "arată blană".

One sound, a whole song.

Tap a clip to play with sound.

The song0:34
Graure x MüllerMilch0:36

0:00

Music video

The song

0:34

0:00

The sneakers

Graure x MüllerMilch

0:36

One in ten impressions turned into an interaction.

2.2^millionEngagements

2,241,964 likes, comments and shares on the campaign posts, nearly one for every ten impressions.

22.6^millionImpressions

The song and the videos showed up in feeds 22,629,968 times.

36^kClicks

35,990 clicks from the campaign posts.

We're really pleased we got across the pleasure of an irresistibly tasty flavoured milk, with a campaign that stood out and a tune that stuck. It brought results above expectations for the category.

Ramona Zamfir-DănciulescuMarketing Director, Müller Dairy Romania

Why it worked.

It started from a real reaction.
Nobody needs convincing that "mmm" means it's good. The song only had to tie MüllerMilch to that sound.
It spoke the audience's language.
The lyrics use the words young people use with each other, so the song felt like something to pass on.
It left the screen.
Custom sneakers by Graure and an event at Sneaker Industry put MüllerMilch into sneaker culture, which young people already follow.