Could premium milk be the greatest coup for beverage companies since bottled water? Coca-Cola apparently thinks so. Like its competitors within the beverage industry, the company is trying to find new ways to boost profits since their flagship products, fizzy drinks, have long been suffering from flat sales. While more consumers avoid both sugary and diet sodas and hipsters find alternatives from cold brewed bottled coffee to kombucha, Coca-Cola’s shareholders want increased sales. Premium milk could be the answer for Coke. Coca-Cola is a major investor in Fairlife, which promises to transform the dairy industry by providing “more vroom for your milk.” Starting with the marketing, this is not your parents’ or grandparents’ dairy: instead of pastoral scenes of farmers and cows, the ads are a composite of Alicia Silverstone Aerosmith videos, Marilyn Monroe’s iconic Seven Year Itch photo and a certain scene in Something about Mary. So what is all the fuss about? After all, it is just milk, right? Not according to Coca-Cola.