TAGS: Marketing, Overseas
December 18, 2014
During the midst of stressful midterms, Midwest Dairy debuted its Moo Lab pop-up on the University of Minnesota (UMN) and Iowa State University (ISU) campuses, serving up hundreds of free cups of “moon milk.”
Taking Pinterest and Instagram by storm, the trending milk claims to be a natural sleep aid for those who suffer from insomnia or stress. A new spin on a cup of warm milk, “moon milk” uses cow’s milk, honey, spices such as cinnamon or nutmeg, and adaptogens.
Midwest Dairy promoted the milk to those in the Generation Z age group, ages 15-21, who are leaving fluid milk consumption at the highest rate.
Besides the nutrients provided from milk, spices like cinnamon, nutmeg and ginger may assist with digestion and a sense of calmness. Generation Z is reported to have the worst mental health of any generation, according to an article written by Time.
“We’ve recognized Gen Z is distinctly different than millennials,” said Alexandra Larson, a registered dietitian with Midwest Dairy in a press release. She explains that this generation has a positive attitude toward dairy, but it is milk consumed as part of other standalone beverages, like smoothies and lattes, that is trending up.
Lining up to drink a warm cup of frothy milk, snap a few photos and possibly help relieve some stress, more than 1,500 students consumed this new dairy trend.
“Moo Lab was an inviting way for students to taste and see how cool dairy is, while making the connection that it’s fresh and local,” said UMN Dairy Science Club President Samantha DeVoe. “Despite cold and rain, we had 20-plus people in line at times and, with the #CupsofComfort campaign, students continuously shared their moon milk experience on Snapchat and Instagram. It was such a positive experience!”
Using the hashtag #CupsofComfort, several students joined in on the “moon milk” Instagram craze. To see some of their photos, scroll below!
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