Mine.
Mine brand milk is designed and marketed for the 45-65 year old empty nesters. The tag line is “This one's just for you.” and the concept is tailored toward a sophisticated, witty target audience.
There is currently a large demographic of Baby-Boomers who are gradually becoming empty nesters. After years of shopping for a family, it is finally time to stock their kitchens with the food they really want to eat. This is an adult milk, with no trace of the kid-friendly cartoons found on other designs on the shelves.
The shape of the bottle is reminiscent of vintage mild bottles without recalling a complete retro style. The black frosting is unique and projects a sleek, simple design. It is also effective in helping keep UV rays away from the milk, which can cause premature spoilage. A clear decorative element remains so that consumers can still gauge when they need to buy another Mine bottle.
The name of the product and design of the front panel encourages customers to pick the bottle up amongst a sea of other cartons. It says it is the right choice.The back panel reads, “Mine. Go ahead, say it. Because, after all, you've bought milk for bottles, for coffee, for shakes, for cereal, for cocoa, for dinners, for diets, for cookies, for him, for her, for all of them. But not his time. This one's just for you.”
Mine milk is simple, unique, witty, and sophisticated – just like the people it is trying to attract.
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