For years, Milla had been using the slogan Contains Love to communicate the company’s dedication, hard work, and passion for delivering quality dairy products. However, through consumer research, we realized that audiences don’t necessarily connect with a brand’s internal efforts—they care about how a product benefits them and their loved ones. People don’t choose a brand because of the company’s hard work; they choose it because they believe it offers the best for their families. This insight led us to refine the brand message to resonate more deeply with consumers’ emotions and values.

To shift the focus from Milla’s internal commitment to the consumer’s perspective, we refined the concept and introduced a new slogan: For Our Loved Ones. This simple yet powerful message conveys that people always choose the best for their families, and Milla is the brand that meets those high standards.

The TVC brought this idea to life through a heartfelt story of love and family. It follows a couple’s journey from their first meeting to building a life together, culminating in warm, everyday moments with their children—sharing meals, laughing, and caring for each other. The message is simple: true love is about giving our loved ones the very best. The emotional storytelling reinforced the idea that Milla isn’t just about quality dairy products; it’s about the love and care we put into nourishing our loved ones.

By shifting the narrative from the company’s perspective to the consumer’s, we successfully positioned Milla as the dairy brand of choice for those who want the very best for their families. The campaign not only strengthened Milla’s emotional connection with its audience but also solidified its reputation as a trusted provider of high-quality dairy products.