We are "leaving" milk, due to demonization of its characteristics or due to health conditions that prevent its consumption.

Delactomy A2 is a product specifically designed for people with intolerance to lactose and sensitivity to milk protein type A1. Thanks to it, many consumers have been able to drink milk again, some of them after a lot of years or even decades without it. In other words, they “came back” to milk.

A2 was launched in November 2022, with underwhelming results. It’s a complex product to explain and understand, and initial sales did not meet the established goals.

Dos Pinos came to us with a task: an A2 relaunch that would put the product in the minds of many more people and therefore would increase sales by 15% in the months following the campaign, versus the first 6 months of product launch.

Since A2 is a product that allows people to “come back” to milk, then we can use people, famous personalities or influencers who “are back”.

They could be "back to the country" because they went abroad long ago, "back to doing something they stopped doing", "back to anything". The more notorious their departure or their quitting, the better.

Then, what would happen if Pinto announced his return?

Media planning was based on creating a believable teaser campaign for the country media outlets, based on outdoor, with no brand and no imaginable connection to the product. Pinto's legacy was so strong that sports and general media still were giving news about him, even almost a decade after his departure. We knew we would have the media attention.

Our target audience was people over 20 years of medium-high socioeconomic level who, due to digestive problems associated with lactose intolerance or sensitivity to milk protein, didn't consume milk. Also relatives to these people, since the decision to buy this kind of product is often taken on a household basis.

The key message on the teaser phase was: "Pinto is back in Costa Rica".

The key message on the reveal phase was: "Pinto is indeed back, but to drinking milk".

We put 3 billboards in some of the best locations in San José city, with a picture of Jorge Luis Pinto and the text “Volví” (Spanish for “I’m back”).

The reaction was immediate. News outlets (TV, digital and print press), influencers and the general public exploded with the possibility of Pinto’s return. People asked whether he was back to coach the national team or maybe to one of the local championship teams.

When attention was at its peak, 5 days later, we revealed that Pinto was indeed back, but to drinking milk, thanks to Delactomy A2.

Free press in both the teaser and reveal campaign was so high, that it represented 1,116% the client's media investment.

Sales of A2 milk increased 187% vs the previous half year average, sustained over 3 months.

The product was sold out in two days, and it presented shortage for half a year after the campaign.

Visits to the brand's website increased 246% and CTR of the product campaign was 4.98%. That's 51% higher than the average for awareness-oriented Dos Pinos campaigns and much more than 1.36%, the average CTR in Meta in 2023.

Social media engagement across multiple platforms and different users and channels built a comment count in the order of tens of thousands.

"Pinto's comeback" made the whole category grow, since the increase in A2 sales didn't affect the rest of the brans's milk portfolio, who is the absolute leader in share of market of liquid milk.