Tres Monjitas
Setting out to expand its meaning beyond fresh milk and reinforce its legacy as a Puerto Rican institution built on over a century of trust and quality. The campaign celebrated milk not just as a product, but as a symbol of care, memory, and everyday connection. Through cinematic storytelling, nostalgic textures, and authentic portrayals of Puerto Rican families, the campaign united all of Tres Monjitas’ milk lines under one timeless message of tradition and quality. The work deepened its emotional bond with consumers, and positioned Tres Monjitas as a cultural emblem that transcends generations.
Date
Summer 2025
Role
Identity System, Retail Activation, Social, Film Production
The Challenge
After the success of La Leche Fresca que Dura Más in 2024, Tres Monjitas achieved record levels of awareness and strengthened its positioning in the milk category. The next challenge was to build on that momentum while expanding the brand’s meaning beyond leche fresca.
Tres Monjitas wanted to communicate that it is more than just milk. It is a Puerto Rican institution with over 105 years of presence, synonymous with quality, trust, and tradition.
Culture eats strategy
The Insight
In Puerto Rico, milk is not just a product. It is a symbol of care and connection. From childhood breakfasts to the morning coffee shared by adults, it is part of the rhythm of daily life. For generations, Tres Monjitas has been present in those quiet, meaningful moments.
The brand’s power lies in its familiarity. It has grown with Puerto Ricans for over a century, becoming a cultural icon that represents quality, continuity, and affection. The opportunity was to unify that emotional bond under one timeless message.
The Strategy
The campaign leveraged the brand goodwill established by La Leche Fresca que Dura Más and expanded it to include the full range of Tres Monjitas milk products:
• Fresh milk
• Long-life milk
• Lactose-free milk
• UHT milk
Instead of speaking to each segment separately, the idea was to communicate them as one family. The message needed to transcend the product type and remind consumers that all Tres Monjitas milk shares the same promise of tradition and quality.
The strategy focused on celebrating occasions of consumption and moments of emotional connection, making the message relatable to every generation. It also built progressively toward a major activation in June, during El Mes de la Leche Fresca.
Execution
The integrated campaign included:
• TV and digital films showing family moments across
generations
• Print and outdoor ads focused on intimacy and authenticity
• Social content highlighting real stories and daily rituals
• Retail activations reinforcing the breadth of Tres Monjitas products
• Brand identity system that unified all milk lines visually and tonally
The creative presentation deck illustrated the campaign’s look and feel:
a warm, documentary-style approach with natural lighting, textured backdrops, and the iconic Tres Monjitas blue as a visual anchor.
The Challenge
After the success of La Leche Fresca que Dura Más in 2024, Tres Monjitas achieved record levels of awareness and strengthened its positioning in the milk category. The next challenge was to build on that momentum while expanding the brand’s meaning beyond leche fresca.
Tres Monjitas wanted to communicate that it is more than just milk. It is a Puerto Rican institution with over 105 years of presence, synonymous with quality, trust, and tradition.