Fairlife has been branded and marketed as a healthy lifestyle choice and the provenance of the product and the farming methods of the family-owned dairy farms have been brought into the brand story.
It has not yet been able to confirm who has designed the campaign and identity, which comprises a green and blue typographic identity and a smile icon against a milky-white background.
Fairlife is a joint venture between Coca-Cola and Select Milk Producers, a partnership which has already produced another drink, Core Power, a “post work-out high protein recovery shake” according to Coca Cola.
Fairlife LLC was formed in 2012 by the Coca-Cola company and Select Milk Producers, a group of 92 dairy farms throughout Texas, New Mexico and Mid-West America.
Speaking at a Morgan Stanley conference, global chief customer officer and president, Coca-Cola North America said that Fairlife has a proprietary milk filtering process “that allows you to increase protein by 50 per cent, take sugar down by 30 per cent, and have no lactose”.
He also said that for a milk that’s “premiumised and tastes better we’ll charge twice as much for it as the milk we used to buying in a jug.”