The ‘Coffee Shop Sets’ platform is a social-first idea born from the insight that young Aussies are swapping big nights out and tequila shots for early starts and espresso shots.
In response to this behavioural shift, MILKLAB created ‘Coffee Shop Sets’ — live morning gigs that blend music and coffee culture, not in nightclubs but in cafés. And they start at 4am.
The Social-led campaign became a live gig series which was turned into a national brand campaign (rather than the other way round).
The platform boost MILKLAB’s milk distribution by 1,093 cafes, reach almost 3 million on social media, and increased brand consideration from 29 per cent to 34 per cent.