Challenge

Clover Sonoma has been a California dairy institution for over 100 years. Moon Milk was something entirely different. An organic, Ayurveda-inspired product built around calm, ritual, and self-care. The challenge was extending a beloved legacy brand into completely new emotional territory without losing the trust that made Clover a household name. And doing it loudly enough to get noticed in a saturated wellness market.

Insight

Wellness consumers don't just buy products. They buy into worlds. Moon Milk wasn't just a drink before bed, it was a feeling, a ritual, a moment carved out for yourself. The opportunity was to build a visual world dreamy and intentional enough that people wanted to live in it before they ever tasted the product.

Solution

The campaign was built around one idea: love yourself to the moon and back. We developed an integrated media and creative campaign centered on self-care, encouraging consumers to weave Clover's product into their everyday routines. The visual direction pulled inspiration from the ingredients inside each flavor and the serene, unhurried scenes of a real self-care moment.

To launch, we targeted Gen-Z and wellness-forward moms in major cultural hubs including Los Angeles, New York City, and Austin through a mix of out-of-home, digital, paid social, video and animation, influencer marketing, and strategic partnerships. Every surface was built around the same dreamy, intentional world, cohesive from a billboard to a phone screen.

The launch earned a digital ad takeover on Goop.com, delivering 2.8 million impressions to one of wellness culture's most coveted audiences.