Coca-Cola now sells milk, and its advertisement for the “premium milk brand,” called Fairlife, its pin-up models are naked and wearing nothing but gallons of the beverage.
In the photos, taken by Jaroslav Wieczorkiewicz, one woman recreates the iconic Marilyn Monroe pose, but her dress is made of milk instead. In another, a woman steps on a scale in high heels. The photos are accompanied by taglines like “Drink what she’s wearing” and “Better milk looks good on you.”
— Blitz quotidiano (@BlitzQuotidiano) November 26, 2014
The drink, which doesn’t contain lactose, will cost twice as much, but Coca-Cola justifies this because it will have 30 percent less sugar and 50 percent more protein. The company’s North American Chief Sandy Douglas called it the “premiumisation of milk.”
“We’re going to be investing in the milk business for a while to build the brand so it won’t rain money in the early couple of years,” Douglas said.
“But like Simply [orange juice], when you do it well it rains money later.”
The product hits shelves nationally in December.