A man on a polar expedition in the 18th century gets unexpected support when he turns sour because he doesn´t get milk with his birthday chocolate cake.

After many years with commercials for milk using the health argument we decided to remind people that most Norwegians actually like milk and still drink lots of it, simply because they love the taste.

We conducted a national survey where we asked Norwegians when and to what they just have to have milk. Based on the results we made ads highlighting obvious and not so obvious combinations and how many persons in Norway that actually still love and drink milk. After many years of decline, the milk sales are now finally on the rise again.

PS Norway is a small country, only 5.000.000 inhabitants.