A2 Milk is real dairy milk made without the A1 protein, which can be easier to digest. Research showed taste drives dairy milk purchase, and consumers already believed A2 tastes great. So we stopped explaining the science and focused on what matters.

“Taste Worth Crying Over” flipped category tropes on their head. No farms. No pours. No happy smiles. Just spilled milk in super slow motion that somehow looks delicious, and lots of tears.

Our campaign showed up across online video, paid and organic social, out of home, digital display, and point of sale.