Mukki

Mukki

Can a commodity be transformed into an emotional experience and command a premium price? Mukki, the third largest dairy in Italy and an historic client, asked Lumen to create a new concept for their premium line, Mugello – a high quality milk collected from selected dairies close to Florence. Together with the marketing team, Lumen created “Le vie del Latte”, “The Milk Trail”, visibly branding their supplier’s stalls and emphasizing the concept of quality selection and a zero-kilometer supply chain.

Through brand activation and unique packaging the results have been an increase in sales of 57% for a premium priced product in a category increasingly dominated by discount offers.