PEPPERIDGE FARMS / MOSCHINO X MILANO
What do you do when Pepperidge Farm wants its iconic Milano cookies to make a statement on a fashion runway? You turn cookies into couture with Moschino.
With the “MILANO Takes Milan” campaign, we reimagined Milano as an unexpected yet irresistible fashion accessory. The Milano Clutch, designed by Moschino’s Creative Director Adrian Appiolaza, is a striking replica of the cookie’s signature packaging, complete with Moschino’s iconic branding and signature cheeky wit.
Alongside the bag’s debut in Moschino’s FW25 show at Milan Fashion Week, we produced Milano’s official campaign launching three new flavors. This bold repositioning transformed a beloved everyday treat into a symbol of playful sophistication, capturing a discerning new audience, earning viral attention, and redefining what it means for a mass CPG brand to play in high fashion.
Alongside the bag’s debut in Moschino’s FW25 show at Milan Fashion Week, we produced Milano’s official campaign launching three new flavors. This bold repositioning transformed a beloved everyday treat into a symbol of playful sophistication, capturing a discerning new audience, earning viral attention, and redefining what it means for a mass CPG brand to play in high fashion.
Results:
The impact was immediate and dramatic. Milano x Moschino handbag was available for pre-order directly after the show and sold 19 times in the first hour alone. Online buzz surged, generating 2.1 billion impressions over three days and driving a 41% increase in unaided brand awareness—double the industry benchmark.