Observing the international success of Ben and Jerry’s and the UK’s Ice Creamists, Hoyts New Zealand asked us to explore and develop a challenger brand anti-establishment positioning for their cinema-based ice cream retail offer. In our research, we observed that no single brand in any category had claimed the idea of definitive largesse - a position celebrating excess and hedonism without apology.
"Over the last 15 years I have worked with several top creative companies but none have come close to the MILK result. The team fully immerse themselves into each project, representing a sense of ownership to the client. Their process is both pragmatic and lateral to ensure the best result within timeframe and budget. In the case of Hoyts scope the result was sensational and world class."
Brian Eldridg, Chief Operating Officer
So we set about imagining Filthy Rich, a brand with potential cult status, lavish and opulent, self-deprecating, engaging and refreshingly honest about greed and indulgence.
Milk was responsible for; Initial mood-board/territory exploration, naming, visual identity, colour palette and visual language, input into purchase experience, retail environment, flavour naming, packaging, signage, menu boards and merchandise, uniforms, and ambient advertising. The response to the brand has been overwhelming, and the brand is set to roll-out through Hoyts.