We wanted to get people excited about milk again. So to create interest we launched a new product that would redefine the future of milk drinking. That product was a perfectly average glass that we called ‘The Milk Glass.’ Basically, we made a big deal out of nothing. The glasses were made available to the public at themilkglass.ca.

The writing takes it’s subject – The Milk Glass – very seriously. Arguably too seriously. By describing something perfectly average as something extra extraordinary we are able to subvert the convetions of ‘product innovations’. The video operates in a similar fashion. It’s a whole lot of nothing presented as something monumental.

The glasses sold out in less than 24 hours. People were actually sharing pictures of their ‘Milk Glass’ full of milk. As a whole, the campaign led to a 10% increase in the purchase intent of milk. In fact, ‘The Milk Glass’ proved so successful that we launched a follow up holiday edition. And perhaps most importantly, we were able to redefine the future of milk drinking.