One isn’t enough.The TV consists of a succession of images of various pairs, in which one half of the pair is missing. Set to evocative music, you see a series of suggestive and incomplete portraits that tug lightly at the heartstrings, showing that two parts of a whole must go together. The commercial ends with a little boy who holds aloft his index and middle finger to form the campaign symbol "One glass of milk is good, but two is better".

What could be more touching and compelling than a love story, even when the heroes are two glasses of milk. Presented in 'photo-love' format the tale climaxed with a pullout centrespread featuring all the visuals from this strange but beautiful love story. The yarn's ultimate and rather poignant message was “One glass of milk is good, but two is better”.

80% unaided slogan/key message awareness was built for “One glass of milk is good, but two is better”. Since the beginning of the campaign milk consumption in Québec has risen constantly by 2.5%. Québec province is the only place in North America to have registered an increase in consumption.