Plain vanilla. Milquetoast. These are the kinds of blah reactions most people have to milk. But Promised Land is something different—a wholesome, homegrown cult brand with a line of flavored milks that taste just like melted ice cream. We capitalized on this in print, in-store and online with a distinctive look and folksy voice. We then converted fans into outright fanatics with our exclusive Moo Crew fan club. Now, with distribution across half the country and over 175,000 Facebook likes, we’d say the work is working.