California Milk
The California Milk Advisory Board needed to refresh their website and give people a reason to buy California dairy.
CHALLENGE
Get consumers to pick California dairy over other dairy and educate them on how to look for the California Milk Seal when purchasing dairy products.
Enter Through the Seal
To create awareness for the Real California Milk Seal, we used it as a means to transport users into a magical land of California dairy. A place where the squirrels serve you delicious cheese plates and the Joshua trees rain sprinkles.
How To Find The Seal
Taking some cue from startup sites, we created a simple three-step guide for how to find the seal and buy California dairy. We then placed this prominently on the homepage and other pages on the site.
Why Buy California
It wasn’t enough to educate users on how to buy California Dairy products; we needed to show them why they should buy it. We started by putting a module on the homepage and then created a new sustainability page that talked about the high standards of California Dairy.
Sustainability Page
ELEVATED ONLINE PURCHASE
The online purchasing tool was confusing and hard to find. We simplified the navigation to make it easier to find, redesigned the tool itself and created modules on the site that pushed directly to purchase.
The Dairy Dispensary
We didn’t just stop with just the site. Playing off the TV campaign’s surreal land of dairy, we created the world’s first Dairy Dispensary, a pop-up experience touting the mood-altering properties of California dairy. California Based Dairy is the original CBD, after all.
