Milk is made of 16 nutrients essential to one’s health. This makes milk solid stuff. Each of these 16 nutrients is associated with a distinct health benefit (proteins for strong muscles, vitamin A to improve vision in lowlight environments, etc.). To demonstrate this, we decided to create 16 illustrations, each one showcasing one of the benefits. 16 different illustrators were selected to create the different executions. What unites them all is the glass of milk featured in the centre of each illustration.

The campaign positions milk as a nutritious beverage, making it solid stuff. In the print component of the campaign, this solid liquid is represented by a full glass of milk. The glass is worked into the different illustrations, replacing the element in the illustration that visually represents the health benefit of the nutrient. The execution reinforces the multiple benefits of milk and reminds the target that milk is at the centre (literally) of a healthy diet.

With milk consumption steeply declining and consumers switching white milk for other beverages they believe are healthier, the campaign widely succeeded in repositioning white milk as a complete and nutritious “superfood.” 89% of consumers who saw the campaign felt that it clearly communicated the fact that milk is good for one’s health, and 53% said the campaign motivated them to drink more milk. 74% of consumers said that the campaign made them realize that milk was much more nutritious than they thought.