a2 MILK | LOVE MILK AGAIN 2019
For the last three years we have successfully positioned a2 Milk as a functional solution to the 75M consumers who think they’re lactose intolerant. Because it is real milk that is naturally easy to digest, our campaign invited them to ‘Love Milk Again.’ This strategy drove explosive growth for the brand, taking them from just a few hundred local stores in Florida and California to nationwide in over 13,100 stores. Revenue has risen by over 100 percent during each of the last three years and 200% in the back half of fiscal 2019 vs. the same period the prior year.
Our new campaign attempts to broaden our audience beyond consumers who think they’re lactose intolerant, to the general market as simply a better milk.
The creative continues our ‘Love Milk Again’ campaign ethos.