When Laive launched its 0% lactose evaporated milk, its main competitor, the category’s leader, launched its “delactosed” version. The strange thing was that it still contained 1,5 grams of lactose. Laive had the opportunity to tell consumers that contrary to their competitor, their milk is truly 0% lactose.

The answer was simple, but at the same time very powerful. We hid our logo and turned our milk cartons around in order to show what really made us different, our nutrition facts. we gave costumers the information they needed at the right time: the moment of purchase, what experts call “the moment of truth”.

The idea was relevant due to 2 reasons: First, because the creative solution made perfect fit with the budget that the client had and second, because attacking the problem at the point of purchase assured a better response from the consumer.

So we asked ourselves: How can we show our consumers who really tells the truth? The answer was simple, but at the same time very powerful. We decided to take courage and do what no other brand has ever done at the point of purchase. We hid our logo in order to show what really made us different. Turning our milk cartons around, we showed our nutrition facts, so that people could see that Laive’s 0% Lactose Evaporated Milk was truly 0% lactose. Nobody can lie about their nutrion facts, so we gave costumers the information they needed at the right time: the moment of purchase, what experts call “the moment of truth”.

In one week sales increased 100% in every chain store that had our product. Also, our competitor started decreasing the level of lactose in its product, benefiting not only their consumers, but everyone who is lactose intolerant.