Sweet Marshmallow Milk

As we head into Easter season, PEEPS® and Promised Land® are teaming up for a very special collaboration.

While kids across the country eagerly await their colorful baskets, entire families now have a festive indulgence to enjoy - Promised Land® Sweet Marshmallow Milk.

The brand-new limited-time product is launching just in time for the holiday, offering a delicious new drink that delivers Easter delight straight from the cow.

And to help roll out the new beverage, Promised Land® has partnered with Bakery, their recently named Creative AOR, to create a launch campaign that includes custom co-branded merchandise, exclusive video content, and an interactive experience starring the iconic PEEPS® mascot.

Because of how deeply rooted PEEPS® is into the season, and the intense nature of the brand’s fandom, Bakery is treating the push as a cultural moment, not just a product launch.

The campaign leads off this week with a launch video capturing the PEEPS® mascot embarking on a comical door-to-door milk delivery run.

In the lead up to Easter, the partner brands will also be found at live local events such as the San Antonio Coffee Festival and a pop-up at Serendipity in New York City.

Other creative includes content across organic and paid social media (both video and static), exclusive merchandise, local event activations, and influencer partnerships in key markets such as Texas, Florida, and New York.

Promised Land® Sweet Marshmallow Milk will be available in select grocers across the country through April 20 while supplies last.
Please see below for quotes and team credits.

QUOTES
“Peeps milk is such an odd idea—we couldn’t help but love it,” said Micky Ogando, Founder and CCO of Bakery. “Giving permission to a brand like Promised Land, which is usually more traditional, to connect with its sillier side is exactly the kind of thing we get up in the morning for. Our job was to bring that unexpected magic to life in a way that made people stop, smile, and say, “Wait, what? Why?”

“At Promised Land® Dairy we’re always looking for ways to raise awareness for our products to new heights, so when the opportunity arose to partner with a cultural icon like PEEPS®, it was a no-brainer,” said Renata Pimenta, Marketing Director at LALA U.S, which owns Promised Land Dairy. “The campaign Bakery created will help us to lean into people’s natural excitement for the product launch, and we love how the playful tone and design matches the brand aesthetic perfectly.”