MILKLAB stirs ‘Coffee Shop Sets’ campaign forward with sunrise concert

Sydney, Australia — MILKLAB’s Coffee Shop Sets has gone national, with its latest sunrise edition taking over Brisbane’s Lina Rooftop and featuring rising talent DJ Cyril. 

As guests welcomed the sunrise, the rooftop crowd swapped cocktails for MILKLAB Oat Iced Lattes, underscoring growing demand for the brand’s café-style offerings. 

The café-concert hybrid once again drew coffee fans, music lovers and creators, reinforcing MILKLAB’s push to redefine morning culture.

Having grown from a café-exclusive product to supermarket shelves nationwide, MILKLAB’s shift to its new ‘Made with Baristas. Made for You’ positioning is designed to connect more directly with home consumers while holding on to its café heritage.

Created by 72andSunny, Coffee Shop Sets has cemented its cultural footing as fully caffeinated morning gigs continue to spread across Australia’s café scene. 

“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. 

Guests enjoyed sunrise sets, MILKLAB x Cyril merchandise and a menu of iced lattes, as the brand continued to extend its cultural and national reach.

Latimore added further, “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.”

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.”

The concert expansion follows the success of the Melbourne launch with Tones And I, which helped add 1,093 cafés to MILKLAB’s Oat milk distribution, reached almost 3 million on social media, and lifted brand consideration from 29% to 34%.

Highlights from the event are now live across MILKLAB’s social channels, supported by OOH, Spotify and BVOD assets amplifying the campaign nationwide.