Sometimes the most effective marketing approach is one so simple it will totally surprise you. The milk industry – well actually, Coca-Cola – has cracked the code in the competitive dairy market with its Fairlife product. The Wall Street Journal this week wrote about this.

Protein-based products have been all the rage in the U.S. the past few years. Few drinks are better for you than milk – mostly because it’s so rich in protein (and calcium). So, Coke worked with a dairy to produce Fairlife and its 13 grams of high-quality protein appears prominently on the carton (hint: the recipe also includes less sugar).

Did you know how rich in protein Whole Milk is? Not unless you read the tiny type under protein in the nutritional panel on the back of the carton...

Regular milk has 8 grams of protein and 12 grams of sugar per 8-ounce serving, ultra-filtered Fairlife has 13 grams of protein and 6 grams of sugar. And, “they sell for $7.88 to $10 a gallon; more than double the price of traditional milk.”

Its revenue has been outrageous: Fairlife’s sales have gone from $0 to $450 million in five years despite the product costing more than double the price of traditional milk.

WSJ writes, “You know milk is high in calcium and that it’s a good source of protein and a good source of nutrition, but you’re not telling consumers that. If you’re not communicating it, someone else is going to.” Sure, "got Milk?" was effective and clever, but this more direct approach is taking it to another level.

So next time you craft a marketing message, don’t waste so much time on a logo, color and font. Emphasize the benefit that everyone is seeking! What  “protein” does your apartment community residents crave?