In 1996, a tobacco executive said that drinking one or two glasses of whole milk a day was riskier than secondhand smoke. Yessiree, you read that right. Milk more dangerous than cigarette smoke. Well, for us, that begs the question: Whudafxup?

So we rolled up our sleeves, threw on some galoshes and took Big Tobacco to the dairy farm. The result: Squirt Alert, our lac-tastic messaging system. Visitors type in what they want to say and our magic udders go to work, squeezing out their message in 100% whole milk. From there, they can send the message to a friend or start the process over. Since the launch, thousands of gallons of digital milk have squirted their way around the internet. It was all part of a larger campaign, Whudafxup?, that calls out tobacco companies for some of the ridiculous things they say and do.