We wanted to educate consumers about the benefits of milk in a way that would catch their attention and force them to think about milk, a product they never gave a second thought to, in a new light. The concept for this work, “Milk is much more than milk,” came to life in a campaign that presented milk as if it were an entirely different product. We created what looked like an inspiring sports drink ad, an elegant shampoo spot and a fun toothpaste commercial, revealing only at the end that this great new product was actually milk.

We knew that milk had a host of key benefits, many being the same as those found in many health and beauty products, so we used this as our jumping off point. The idea was to find a unique way to show consumers that milk is really two products in one. To this end, we created “2 for 1” labels that looked like they were for shampoos, toothpastes, and beauty creams and attached them to gallons of milk in supermarkets. Consumers found them in the milk section, but also next to their favorite hair products, toothpastes, and skin care products!

Consumers found milk in the oddest places at their local supermarkets, forcing them to see milk in a new light. Post-launch tracking studies found Hispanics to have increased their milk consumption: 87% consumed it in the past 7 days compared to 82% a year prior. Let’s just say they truly “got” milk.