INFO

For years, Lactaid had struggled to communicate the true essence of Lactaid milk. The real message; Lactaid is regular ol’ cow's milk, minus one particularly disruptive sugar.

"The milk that doesn’t mess with you" – was a 360 campaign idea born out of figuring out a clear and concise explanation of why Lactaid exists. Then we added a Jillian Bell level of comedic frivolity and added a "cowricature".