The promotion platform “What Flavour Are You?” asked students to express their individuality and personality by purchasing a milk flavor with its own graphically unique personality. The overall strategy was to make milk's packaging relevant to our target. This was done by depicting active kids using vibrant colors and splashes of milk and by combining graphics with bright patterns and interesting facts about the flavours. And we didn't stop at the packaging. We created clings, mobiles, posters, sampling options, and contests for the cafeteria space to help school kids identify with their flavour of milk.

As a result of the "What Flavour Are You?" promotional campaign, school milk sales saw an average weekly increase of 12.2%, with many schools seeing an increase as high as 35%. Projected sales, if the test were to be rolled out nationally, are estimated at an additional 11 servings of milk per year, or 600+ million units annually across the United States.