I find the responses in this thread hilarious, because in NZ this company called Lewis Road Creamery recently released some high end milk and chocolate milk products. They're very nice, smooth and sweet. They collaborated on them with Whitaker's Chocolate which is one of the most recognizable chocolate brands in New Zealand, the end product essentially being a mix of milk and liquid chocolate. A bit of a different product than what Coke is doing but still, high end milk.
The result is ridiculous. This stuff has been perpetually sold out everywhere for months, with people getting up early to try buy it, with people being limited to 1 or 2 bottles per, with the prices being jacked up (I paid 8 NZD for 300mls of chocolate milk), the product has received tons of rave reviews, it's been an absolute phenomenon.
And here Gaf is acting like there will never be money in high-end milk. Now maybe we have abnormally high milk content in our diets here (I know I've personally consumed about a litre or more of milk on average each day for years, the last 6 months are the only time I've started cutting down), but I'm sure the right product and marketing would be successful. Not to say Coca-Cola is going to be that successful though.
The product design that was posted in this thread (assuming that is final) is pretty horrible too. I mean compare that with the aforementioned Lewis Road Creamery milk: