A playful campaign to challenge milk’s perception issues.

When got milk? launched, people loved milk. But we were dealing with radically declining sales, public mistrust of farming, and the rise of alternative milks. We developed a multipronged approach that made the case for real milk with facts, humor and disarming charm.

To remind people to get the real facts about milk, we created a series of satirical wild postings that compared milk myths to other hoaxes and conspiracy theories. Referencing the promotional materials of snake oil salesmen and circus promoters, these hand drawn illustrated posters had an organic and authentic look that stood out in LA and other key cities in California.