After the huge success of the ‘Coffee Shop Sets’ with Tones And I in Melbourne, which helped boost MILKLAB’s Oat milk distribution by 1,093 cafes, reach almost 3 million on social media, and increased brand consideration from 29 per cent to 34 per cent – MILKLAB took the series north, lighting up Brisbane’s Lina Rooftop for round two, headlined by rising star DJ Cyril.
Guests swapped cocktails for MILKLAB Oat Iced Lattes, experiencing first-hand the growing popularity of MILKLAB’s signature offerings. The café-meets-concert format brought together coffee lovers, music fans, and creators, proving that the brand’s high-energy morning rituals are redefining what it means to start the day right.
MILKLAB has grown from a café-exclusive brand to being available in supermarkets nationwide for the home barista, by evolving their ‘Made with. Made for. Baristas’ platform. The new ‘Made with Baristas. Made for You’ positioning enables MILKLAB to connect directly with consumers and drive new occasions, while still staying true to their café roots.
The ‘Coffee Shop Sets’ platform, created by 72andSunny, has now embedded its place in culture, with the fully caffeinated morning gigs regularly taking over Australia’s café scene. MILKLAB were one of the first brands to lean into the fact that more young people were ditching nights out and alcohol for lattes, sunrises and beats.
“Following the huge success of the Tones And I ‘Coffee Shop Sets’ in Melbourne, we wanted to bring the same energy to Brisbane but with its own twist,” said Natalie Latimore, head of marketing at MILKLAB.
“The rooftop setting, Cyril Djing, and our signature Oat and Matcha lattes allowed us to capture authentic moments of consumption and connection, while celebrating how young Aussies are embracing mornings as the new nightlife”.
Guests soaked up the sunrise beats, exclusive MILKLAB x Cyril merch, and a menu of smooth MILKLAB Oat iced lattes, all while enjoying the brand’s expanding reach and cultural impact.
Wez Hawes, CCO at 72andSunny, added: “Coffee Shop Sets builds on the cultural shift we sparked with MILKLAB, where we discovered people were craving connection and experiences that went beyond, or even replaced, traditional nightlife. Cyril’s sunrise set on the Lina Rooftop captured that shift perfectly, and together with a nationally packed lineup of early-morning activations, helped power the broader success of the ‘Coffee Shop Sets’ series. Shoeys are out. Buckies are in. Instead of just observing culture, we’re actually shaping it now”.
