The song could be downloaded (with video clip and album art) from a website. Teens loved the chart-topping song: "If only I were two" and the full-length video which was widely played on TV and featured two milk-glass characters, echoing the ad message: One glass of milk is good but two is better.

Advertising was participating in popular culture - no media was bought. A new basis for a relationship and dialogue with teens was created.

Initiative helped build 80% unaided slogan/key message awareness for "one glass of milk is good but two is better" among youth. Quebec sales are growing +3% in a declining Canadian market. Connected with cynical youth by being part of pop culture, not acting like a traditional advertiser, and greatly benefited from the free media coverage and exposure that this generated.